Tata Cliq launches campaign with Karan Johar, Twinkle Khanna
Tata Group-backed e-commerce platform Tata Cliq has signed Bollywood celebrities Karan Johar and Twinkle Khanna for an integrated media campaign to strengthen its brand presence in the country’s competitive e-commerce market.
The campaign, conceptualized by Mullen Lintas Mumbai, will be aired via large-scale media platforms, including television, digital, and social media during the ongoing India versus England cricket series.
With this campaign, Tata Cliq aims to widen its customer base and make deeper inroads in the e-commerce market to compete with established marketplaces such as Walmart-backed Flipkart, Amazon, Myntra, and Reliance-backed fashion e-commerce portal Ajio.
Commenting on the campaign, Garima Khandelwal, chief creative officer at Mullen Lintas, in a statement said: “The intent is to “Cliq" with the target group the brand is targeting, by standing out with this tonality, pushed to make it savage and in turn make Cliq an upgrade story, the urgency to get with it. The communication has a distinct look and language, we brought the hyper-real sitcom vibe to the communication and we are very excited with the chatter about all these elements that make the campaign.”
Tata Cliq was launched in 2016 by Tata Unistore, a Tata group business venture. The e-commerce platform sells a range of fashion brands from India and abroad.
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