Tata Cliq Luxury has launched a brand campaign, titled #TheLuxeLife, to throw the spotlight on online luxury shopping and introduce the concept of slow luxury. Conceptualised by Havas Group India, the film aims to shifts the viewer’s attention to elements like craftsmanship, tradition, and the value of an experience while shopping for luxury.
The film features actor Kalki Koechlin, who is seen browsing through the Tata Cliq Luxury app and shops. The background has Koechlin narrating the importance of slowing down and enjoying one’s shopping experience. It also highlights the brand’s features, comprising the range of categories and collections, shopping experience on the app, luxury packaging, and its white-glove service.
Mohua Das Gupta, head - brand marketing, Tata Cliq Luxury, said, “The new world of luxury goes beyond conventional norms. Consumers today are conscious of their spending habits and seek out products and brands which mirrors their value systems. At Tata Cliq Luxury, we recognise this and enable consumers to discover curated choices that represent their evolving taste and appreciation for finer things in life. With the #TheLuxeLife campaign, we bring the concept of slow luxury to life, reinforcing Tata Cliq Luxury as the go-to shopping destination for luxury and fine goods, where browsing is a delight, and quality is nurtured.”
Bobby Pawar, chairman and chief creative officer, Havas Group India, said, “At Havas, we are
focused on creating meaningful brands and conversations for today and ever-evolving consumers. Tata Cliq Luxury was looking for a partner, which had the experience and understanding of handling global luxury brands and understood the e-commerce space. The challenge was to build the idea of slow commerce and create engaging, impactful storytelling in the online shopping genre, which is known to be fast and spontaneous and to constitute a completely new target group habit fit for the online luxury space. The film, #TheLuxeLife, created by Havas Worldwide India, featuring Kalki, who resonates with luxury, manifests this idea and builds Tata Cliq Luxury as the most authentic and paramount destination for online luxury shopping. The other digital brand films are underway and will be released soon.”
The film is being promoted across digital platforms, followed by offline channels.