Tata Cliq Luxury partners with Kalki Koechlin for new campaign 'The Luxe Life'

By

Isabelle Crossley

Published
Sep 14, 2021

Multi-brand luxury online platform Tata Cliq Luxury has partnered with Bollywood celebrity Kalki Koechlin for its new campaign and film ‘The Luxe Life’ as part of the business’ ‘digital first’ strategy.

Tata Group’s e-commerce platform dedicated to premium brands is rolling out a new campaign to promote its ‘Slow Commerce’ retail philosophy, the business announced in a press release on Monday. The campaign film starring Koechlin will first be launched across Tata’s digital channels before being broadcast offline as part of the business’ focus on online sales and customer acquisition. 
 
“The new world of luxury goes beyond conventional norms,” said Tata Cliq Luxury’s head of brand marketing, Mohua Das Gupta, in a press release.

“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. With the #TheLuxeLife campaign, we bring the concept of slow luxury to life, reinforcing Tata Cliq Luxury as the go-to shopping destination for luxury and fine goods, where browsing is a delight, and quality is nurtured.”
 
The film for the new campaign aims to create a strong link between luxury and slow, considered living. Koechlin takes time to browse Tata Cliq Luxury’s premium clothing and accessories options before making her selection and the idea of craftsmanship as luxury is also highlighted. The film was created in collaboration with creative agency Havas Worldwide India.
 
“I have always believed that anything you treasure cannot be rushed, and it takes time to craft something that is truly timeless,” said Koechlin.

“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.”