Mumbai: 10/10 is Tata CLiQ’s biggest annual sale that coincides with the festive season in India. Positioned around gifting, Tata CLiQ’s 10/10 campaigns have always gone beyond mere transactions and aimed to make gifting a memorable experience.
The year 2020 has been challenging, marked with muted celebrations and limited social gatherings, and has socially distanced people. With lockdowns being gradually lifted, life as we knew it is cautiously restoring. The oncoming festive season will act as a shot in the arm for people, businesses and the economy. To add to the fervour, Tata CliQ will celebrate this positivity by encouraging people to gift the ones who made 2020 a 10/10 year.
Speaking about the business objective of the campaign, Kishore Mardikar, CMO of Tata CLiQ said: “In this unpredictable year of 2020, there are many who have managed to overcome societal norms and have adapted to the challenges thrown at them. Through this year’s 10/10 event, Tata CLiQ wants to celebrate the ones who have made such positive changes by encouraging people to gift their loved ones. The one’s who made 2020 a 10 on 10 year.”
The campaign film conceived by Mullen Lintas acknowledges the positive contribution of people in our lives in the very first frame. What follows is a quick celebration of switching of gender roles, being unapologetically yourself, being minimalistic amongst others, neatly tied with the act of gifting. The rhyme and rhythm braided with a stream of adjectives ending with Qs lift the mood of the campaign film.
Garima Khandelwal and Azazul Haque, Chief Creative Officers, Mullen Lintas: said, “2020 has been an unprecedented year. We know what the year brought, some things changed forever, and some were also a recognition of how we adapted to the new ways of living. What till last year were conversations about societal changes, happened effortlessly this year. Including all norms that got questioned, all real connections and decisions that we made. With Tata CliQ’s gifting campaign we wanted to inspire people to celebrate those we know who did that effortlessly, a reason to make 2020 a 10/10 year, to everyone who tried something new, changed the paradigm, challenged the old and adapted to the new with a swag.”
The campaign is already live across digital platforms. The 10/10 festival is live until 12th Oct 2020 and loaded with exciting offers on lifestyle products across electronics and fashion, No-cost EMIs, free shipping and early bird offers.
Client: Vikas Purohit, Kishore Mardikar, Jatin Khanna
Agency: Mullen Lintas Mumbai
CEO: Hari Krishnan
CCO: Garima Khandelwal, Azazul Haque
Creative: Ashwin Joharapurkar, Prasad Venkatraman, Aakash Pandya, MadhurenuDatta, UtkarshChilla
Account Management: Priya Balan, Samir Sagar, Chahat Nainani
Planning: Ekta Relan, Vinit Jani
Production: Loudmouth (Director: Aakash Bhatia)