Tata Cliq luxury unveils brand campaign featuring Kalki Koechlin

Hyderabad Tata Cliq, a leading e-commerce platform, announced the launch of their latest brand campaign #TheLuxeLife to promote the luxury catalog of its platform. The ad-film, starring Bollywood actress Kalki Koechlin, casts a spotlight on the thoughtfulness behind luxury shopping, while driving awareness for the platform.

The campaign introduces the concept of slow luxury, which is a natural extension of the platform's philosophy and encourages consumers to embrace and celebrate this concept. As part of a digital-first strategy, the brand film will be widely promoted through a large-scale campaign across digital platforms followed by offline channels.

The film showcases the actress indulging in the joy of slow luxury as she takes her time browsing through the Tata Cliq's app and shops. The narrative also highlights the platform's distinguishing features, such as the wide range of categories and collections offered, the seamless shopping experience on the app, luxury packaging, and white glove service.

Mohua Das Gupta, Head of Brand Marketing, Tata Cliq Luxury, said: "The new world of luxury goes beyond conventional norms. Consumers today are conscious of their spending habits and seek out products and brands which mirrors their value systems. At Tata Cliq Luxury, we recognize this and enable consumers to discover curated choices that represent their evolving taste and appreciation for finer things in life. The #TheLuxeLife campaign, we bring the concept of slow luxury to life, reinforcing the platform as the go-to shopping destination for luxury and fine goods, where browsing is a delight, and quality is nurtured."

Kalki Koechlin said, "I have always believed that anything you treasure cannot be rushed, and it takes time to craft something that is truly timeless. That's why I absolutely loved working with Tata Cliq luxury, a brand that has always championed the cause of slow-commerce and experience-led luxury, while also delivering a seamless shopping experience."

Bobby Pawar, Chairman and Chief Creative Officer, Havas Group India, said: "At Havas, we are focused on creating meaningful brands and conversations for today's ever-evolving consumers. Tata Cliq luxury was looking for a partner, which had the experience and understanding of handling global luxury brands and understood the e-commerce space. The challenge was to build the idea of 'slow commerce' and create engaging, impactful storytelling in the online shopping genre, which is known to be fast and spontaneous."