WE DON'T BUILD SPACESHIPS. WE ARE SPACESHIPS.

2020

Defining a brand manifesto and campaign for India’s luxury e-commerce pioneer and leader

Scope of work

 
  • Brand Strategy
  • Communication Campaign
  • TV Commercial

Background

 

After successfully serving the consumers with a wide range of brands from fashion, lifestyle and electronic categories through tatacliq.com, Tata group’s unique multi-brand phygital e-commerce platform that combines online commerce with offline shopping experience unveiling the premium and luxury fashion and lifestyle destination, Tata CLiQ Luxury in 2017.

For their first brand campaign 3 years later, in order to take the rightful ownership of online luxury in India, Tata CliQ Luxury wanted to establish itself as the pioneer and leader of luxury e-commerce space in India.

 

Approach

 

We have collaborated with Tata CLiQ Luxury to introduce an innovative new concept to India – slow commerce.

Founded on the principle of the slow web movement, this philosophy asks us to disengage from the super-sized information load that we are constantly inundated under. Pop-ups, notifications, stories, live features, all of it.

Slow commerce enables us to focus on what truly matters – the moments that make life memorable. Building on those principles, we set the mood on two key pillars – Time and Quality. “Where Quality Is Nurtured” became the cornerstone and guiding belief.

The mood became a reality through the work of Prasad Naik capturing Sobhita Dhulipala and Arjun Rampal in their element. We see them unwind, be the masters of their own moment, in a space where the simplest joys of life are the only things that matter.