Tata CLiQ Luxury Introduces Concept of Slow Luxury with its New #TheLuxeLife Campaign

Premier luxury lifestyle platform Tata CliQ Luxury announced the launch of its latest brand campaign #TheLuxeLife. Starring Kalki Koechlin, the film casts a spotlight on the thoughtfulness behind luxury shopping, while driving awareness for the platform.

The campaign, by shifting attention to finer elements like craftsmanship, tradition, and the value of an experience while shopping for luxury, introduces the concept of slow luxury, which is a natural extension of Tata CLiQ Luxury’s Slow Commerce brand philosophy and encourages consumers to embrace and celebrate this concept.

The brand will promote the film through a large-scale campaign across digital platforms followed by offline channels.

The brand film showcases Kalki Koechlin indulging in the joy of slow luxury as she takes her time browsing through the Tata CLiQ Luxury app and shops. The film weaves in the values of thoughtfulness and quality, emphasizing how it is not about being fast paced, but rather about taking time: to appreciate the finer things, to select items that speak to more than just our senses, and to slow down and enjoy the experience. The narrative also highlights Tata CLiQ Luxury’s distinguishing features, such as the wide range of categories and collections offered, the seamless shopping experience on the app, luxury packaging, and white glove service. 

Mohua Das Gupta, Head - Brand Marketing, Tata CLiQ Luxury, said, "The new world of luxury goes beyond conventional norms. Consumers today are conscious of their spending habits and seek out products and brands which mirrors their value systems. At Tata CLiQ Luxury, we recognize this and enable consumers to discover curated choices that represent their evolving taste and appreciation for finer things in life. With the #TheLuxeLife campaign, we bring the concept of slow luxury to life, reinforcing Tata CLiQ Luxury as the go-to shopping destination for luxury and fine goods, where browsing is a delight, and quality is nurtured.”

Bobby Pawar, Chairman and Chief Creative Officer, Havas Group India, said, “At Havas, we are focused on creating meaningful brands and conversations for today's ever-evolving consumers. Tata CLiQ Luxury was looking for a partner, which had the experience and understanding of handling global luxury brands and understood the e-commerce space. The challenge was to build the idea of 'slow commerce' and create engaging, impactful storytelling in the online shopping genre, which is known to be fast and spontaneous and to constitute a completely new target group habit fit for the online luxury space. The film, #TheLuxeLife, created by Havas Worldwide India, featuring Kalki, who resonates with luxury, manifests this idea, and builds Tata CLiQ Luxury as the most authentic and paramount destination for online luxury shopping. The other digital brand films are underway and will be released soon."

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