Tata CLiQ appoints DigitasLBi to handle its digital mandate

The agency will be responsible for the launch and subsequent digital creative campaigns for the e-commerce venture.

DigitasLBi, the digital agency from the house of Publicis.Sapient, has been appointed as the digital creative AoR (Agency on Record) for Tata Group's newly launched e-commerce venture Tata CLiQ, which will offer consumers an online shopping experience across categories.

The agency will be responsible for the launch and subsequent digital creative campaigns for Tata's new venture. Maxus will handle the media duties for the brand.

Giving the example of DigitasLBi's recently conceptualised digital campaign titled #SureThing, for Tata CLiQ's brand C.A.M.E.L (which deals with apparel, shoes and electronics), Prathyusha Agarwal, head, marketing, Tata CLiQ, says in a press release, "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 associate them with the guarantee of finding authentic and genuine products at TataCLiQ.com. With a quirky idea like the C.A.M.E.L ad, which exemplified our authenticity promise of #SureThing, it was critical that we chose the right partner to help us develop this potentially viral thought in the best way possible. So, after an extensive pitch process, it was DigitasLBi's understanding of the space that stood out the most. We are happy to partner it as we embark on an exciting journey with this brand."

Prithviraj Banerjee, head of agency, India, DigitasLBi, says in a press release, "We are excited with this appointment and believe that together, we can create a world of 'firsts' in the e-commerce space."

He further adds, "Our global commerce practice gives us a breadth of insights, tools, and learnings ranging from our worldwide connected commerce study to our responsive retail framework. We will leverage these tools extensively to aid our creative process and bring alive the unique phygital experience that Tata CLiQ will offer customers".