After a CLiQbuster start to the first anniversary, TataCLiQ.com, Tata group’s multi-brand phygital e-commerce platform recently unveiled its new brand campaign #New&Now. The new campaign brings to life TataCLiQ.com’s unique proposition of latest products and exclusive ranges from best brands, delivered in a unique online-offline model. The campaign went live earlier this week.
Created by Mullen Lintas, the objective of the campaign is to communicate the tangible difference of Tata CLiQ’s phygital retail proposition to online shoppers. The focus is to inform consumers about the brand partners and offerings, where TataCLiQ.com helps you reinvent yourself and your lifestyle with the latest products that are made available almost immediately. Thus, the creative Expression – ‘You. New & Now’. Because today’s consumers are ‘short trading’ and believe in living ‘in’ and ‘for’ the moment. They want to be in the know of everything that is latest across all aspects of life and more so in fashion and lifestyle. TataCLiQ.com claims to be the enabler that keeps them abreast of all the latest in fashion, electronics, luxury, etc. The campaign is further brought alive by a video starring Yami Gautam where she speaks about how she loves everything that’s new and now.
Speaking of the launch of campaign, Kishore Mardikar, Chief – Brand Marketing and Institutional Sales said, “We are currently in a space that is cluttered with endless product listings. We at TataCLiQ.com believe that our consumers should have access to the best and latest brands. New and Now will serve as a differentiator for us to be able to provide the best to our discerning consumers.”
“E-commerce is a busy place, with all the players trying to offer as much as they can. But in the process of achieving width, recency of products was taking a hit. So, we looked deeper into the brand, what stood out for TataCLiQ.com was it being the only player that can offer both range and the latest products. When people order new things online, it is not necessarily the latest. This led us to the 'New and now' campaign for TataCLiQ.com. A simple catchy thought that clearly lands the core strength of the brand,” said Shriram Iyer, National Creative Director – Mullen Lintas.