Karan Johar and Twinkle Khanna engage in friendly banter for Tata Cliq

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