Top Story

e4m_logo.png

Home >> Digital >> Article

DigitasLBi wins Tata CLiQ's Digital mandate

07-June-2016
Font Size   16
Share
DigitasLBi wins Tata CLiQ's Digital mandate

DigitasLBi has been appointed as Digital Creative AoR for Tata Group’s newly launched E-commerce venture, Tata CLiQ which will offer consumers a ‘Phygital’ shopping experience across categories.

The agency will be responsible for the launch and subsequent ongoing digital creative campaigns.

Prathyusha Agarwal, Head – Marketing, Tata CLiQ commented, “In a category cluttered with product forward, sales, discount advertising or high end fashion and lifestyle imagery that is indistinguishable from one brand to the other, we chose to tell a quirky tale using camels and associating them with the guarantee of finding authentic and genuine products at TataCLiQ.com  With a quirky idea like C.A.M.E.L and our authenticity  promise of #SureThing, it was critical that we choose the right partner to help us develop this potentially viral thought in the best way possible. After an extensive pitch process, it was DigitasLBi’s understanding of the space that stood out the most and we are happy to partner them as we embark on an exciting journey with this brand.”

Prithviraj Banerjee, Head of Agency - India, DigitasLBi, commented, “We are very excited with this appointment and believe that together, we can create a world of “firsts” in the e-commerce space. Our global commerce practice gives us a breadth of insights, tools and learnings ranging from our worldwide Connected Commerce study to our Responsive Retail framework. We will leverage these tools extensively to aid our creative process and bring alive the unique phygital experience that Tata CLiQ will offer customers”.

Our typical marketing budget is usually 10 per cent of the topline spend

There are some forces impacting the way our business works. The IT/ITeS sector has changed tremendously. Platforms like Twitter have made everyone journalists. Smartphones have made everyone a photographer. The trend that we are seeing is one of hyperdigitalization, which is causing the lines between product and services to blur. For example, <a href=http://www.exchange4media.com/company/news/amaz...

The OOH sector is among the fastest growing, globally. Brands and marketers have realized its potential and impact and begun to craft medium-specific adverts. Self-regulation is not only necessary but also essential to growth of the sector. The industry needs to exercise a certain level of this self-restraint to prove its commitment to maintaining the best standards in advertising.

<b>Clients are looking for experiential solutions beyond radio or print: Abraham Thomas, Radio City 91.1 FM</b><br><br> From entering new markets to launching large format events, Radio City 91.1FM has been on a roll. The radio channel recently announced the launch of India’s biggest singing talent hunt-Radio City Super Singer Season 8. Earlier this year, the channel set up its own creative-cum...

Under the watchful eye of Walt Disney, Bindass undergoes brand repackaging with a fresh new show ‘Dil Buffering’ simulcast across its linear and social media platforms on September 29 and will launch...

Apart from the mandate for the first project which is the Ashiana Town in Bhiwadi, Tomorrow and InterTwined will deliver brand solutions across film, print, radio, outdoor and activation besides provi...

Despite advertising picking up after a slow Q1, regional FM players still feel that the lingering effect of GST, RERA, demonetisation will still make its impact felt during the upcoming festive quarte...