Tata CLiQ assigns digital mandate to DigitasLBi

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.”

Commenting on the win, Prithviraj Banerjee, Head of Agency - India, DigitasLBi, said, “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.”


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