Background

• Situation: The Indian market is home to a host of e-commerce players of varying market shares, including international giants like Amazon and Walmart. Tata CLiQ, a subsidiary of India’s heritage brand the Tata Group, was a new entrant in this category three years ago. In its initial years, the brand was continually learning and evolving. This year on its third anniversary, the brand launched its new identity both online and offline. While the brand launched a 360 degree campaign, social media remained an important touch point to gauge volume. • Brief: To create awareness about the new positioning ‘It’s Love at First CLiQ’ and amplify the message on digital. • Objective: Reach out to audiences across Tier 1 metro cities in India and drive engagement and conversation.

Describe the creative idea

While launching the new brand proposition, a small part of our name became a big way of showing love amongst our fans. The signature ‘Q’ went on to become a part of people’s online personas. Just one letter created waves that reached millions online. For a brand that struggled to be recognised amongst bigger competitors for 3 long years, we certainly got millions to fall in love with us.

Describe the strategy

In India, having your name associated with someone you love is commonplace and has lately been glamourized by celebs like Priyanka Chopra and Nick Jonas, who became #Prick, Deepika Padukone and Ranveer Singh who became #DeepVeer and Virat Kholi and Anushka Sharma who became #Virushka on social media. Since this trend was used to demonstrate love, we leveraged it to launch our new identity – #LoveAtFirstCLiQ. We discovered three Indian celebrities who were renowned names in the film industry, contemporary culture and sport, and who loved Tata CLiQ. Radhika Apte, an acclaimed Netflix and Bollywood star who became a pop culture phenomenon over-night, was our first discovery. Kalki Koechlin, an Indian artist born to French parents, a theatre actress, activist and poet who changed the definition of story-telling, was our next pick. Shikhar Dhawan, India’s opening left-handed batsman who won millions of hearts with every strike was our final pick.

Describe the execution

• Implementation: For a celebrity, their name is their biggest asset. We collaborated with 3 Indian celebrities who loved shopping on Tata CLiQ and got them to proclaim it by adding Tata CLiQ’s signature 'Q' to their online names. Radhika became RadhiQa, Kalki became KalQi and Shikhar became ShiQhar. This mysterious name change got followers questioning. This was followed by videos in which they explained why they added the ‘Q’ and invited fans to experience #LoveAtFirstCLiQ just like they did. This led to earned conversations, increase in followers and a rise in website visits. Newly acquired fans began sporting the 'Q' in their names. The signature ‘Q’ went on to make appearances in our social media content, fan and brand partner content and also in coupons given to customers, thus making them fall in love with every CLiQ.

List the results

• Reach – 7,78,75,272 • Impressions – 20,37,64,134 • Engagement Rate – 300% • Website clicks - 15,589