The launch film for Tata's e-commerce venture TataCliq.com is now live. The film has been conceptualised by Cartwheel.
It opens with a young woman opening the door to a Tatacliq.com delivery agent. She gleefully accepts a camel being delivered and walks it in. She seems to be posing in new clothes with the camel in the background, as the voice over says whether it's a skirt or suit, choice of sneaker or boot (as a young man wears them on screen with two camels in his room), 'Just get the Oont (Camel)'. Other such scenarios follow, with a camel in place of a television, a grinder/mixer/blender/juicer, powerbank/charger and so on. A voice over announces, 'At TataCliq, we only sell camels', before explaining that C-AM-E-L stands for Certified Authentic Merchandise Everybody Loves. Brands on offer are then displayed on screen.
Three shorter versions have also been created.
In a statement announcing the campaign, Prathyusha Agarwal, head – marketing, Tatacliq.com, said, "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. The incongruity of camels in the place of products – being groomed, packed and shipped, delivered and actually put in use by shoppers makes for strong visual disruption and extremely clutter-breaking storytelling. As a digital-first brand, the digital medium is home turf, and appeal to digital natives, paramount. We believe our C.A.M.E.Ls will find favour in whichever medium they roam, and whichever topic they talk about. In the immediate future we see our C.A.M.E.Ls going #Phygital and conquering the worlds in physical (stores) and digital (online)spaces.”