Maxus wins media mandate for TataCLiQ.com

Global communications consultancy, Maxus, has been award the media mandate for Tata CLiQ – Tata Group’s exclusive and authentic ‘phygital’ ecommerce marketplace. The account was won post a multi-agency pitch and will be handled from the Mumbai office of Maxus. The mandate involves management of all media across Television, Print, Radio, Cinema, etc.

TataCLiQ.com, the first-of-its-kind multi-brand phygital e-commerce marketplace, has launched its maiden campaign – #SureThing. The campaign centred on a camel as its unlikely protagonist, stems from the fact that everything one buys on TataCLiQ.com is a C.A.M.E.L., that is, Certified Authentic Merchandise Everybody Loves.

Kartik Sharma, Managing Director, Maxus South Asia, said, “We are thrilled to be associated with Tata CLiQ. We manage a number of businesses from the Tata Group and are truly looking forward to being a partner in building another successful brand from the Group. Tata CLiQ is uniquely positioned to create a whole new shopping revolution amongst consumers and pioneer the Phygital (seamless merger of physical, that is, in-store and digital shopping experiences) concept in India.” 

“Right from the onset - from the pitch brief, the Tata CLiQ business was an exciting opportunity that Maxus wanted to partner. Being a part of creating a whole new shopping experience for consumers is something we truly look forward to. And partnering a Tata brand is always a privilege,” said Anand Chakravarthy, Managing Partner, Maxus India.

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 novel proposition and communication idea, we are sure that we will build a strong salient brand. We believe that Maxus will be a true partner in understanding the brand and bringing it alive across vehicles and with their vast spread of services from analytics to creative content development.”

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