How Tata Cliq Made the Masses Cliq

Indian e-commerce platform Tata Cliq ran a celebrity-fronted above-the-line campaign to increase awareness, consideration and app downloads during the COVID-19 pandemic.

Campaign details

Brand: Tata CliqBrand owner: Tata UnistoreEntrant company: MullenLowe Lintas Group - IndiaIdea creation: Mullen Lintas MumbaiMarket: AsiaSector: RetailMedia channels: Mobile & apps, Social media Budget: 500k - 1 million

Executive summary

Tata Cliq is a growing e-commerce platform in India that competes with players like Amazon and Flipkart in the Indian e-commerce marketplace. The brand went to the masses with its first mass-media campaign, leading with TV and championing key categories which saw an uptick during summer.

The brand experienced a spike in...

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