Online e-commerce portal Tata Cliq has rolled out a campaign featuring Karan Johar and Twinkle Khanna that has been conceptualised by Mullen Lintas.
The duo feature in four films, part of the 'you really need to cliq' campaign. In each of the films they take on each other and joke about their fashion sense, movies, personalities, sense of humour and more.
The films were published on social media on 10 March and are also on air on television.
Kishore Mardikar, CMO, Tata Cliq, said, “Using a never seen before pair of Karan and Twinkle provided a clear differentiation for the brand. Witty banter between the duo will surely keep the audience engaged and entertained.”
Garima Khandelwal and Azazul Haque, chief creative officers, Mullen Lintas, said, “In the Cliq summer campaign, we see a celebrity pair that stands out from the usual couple chemistry we see in advertising. Having bff’s roasting each other, the brand gets scale and flavour to stand out from the competition. Keeping 15 secs as a format a snackable content with a banter between the endorsers, we borrowed from their real life chemistry and made the category the 3rd character in their conversation. The intent is to “CLiQ” with the tg 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 in fact 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.”
CREDITS:
Client: Vikas Purohit, Kishore Mardikar, Jatin Khanna
Creative agency: Mullen Lintas
Creative team: Garima Khandelwal, Ripanka Kalita, Sarabjit Singh, Aakash Pandya, Madhurenu Datta, Utkarsh Chilla, Sunny Kumar
Account management: Hari Krishnan, Priya Balan, Samir Sagar, Chahat Nainani
Planning: Ekta Relan, Vinit Jani
Production house: Hope Productions
Director: Gauri Shinde
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