Tata Cliq Luxury's latest campaign normalises discussing the taboo subject of divorce

• Tata Cliq Luxury's latest campaign reminds the audience that all relationships should be treasured, even with your former spouses.
• The brand film, conceptualized by Havas Creative Group India, urges consumers to cherish relationships with people who have been part of their journey over time.

Great relationships, unlike everything fast in this world, are built over time. Through thick and thin, the people who stand by you are a handful of them, and they are the ones for whom going the extra mile is worthwhile. Aimed at celebrating such relationships which deserve to be cherished and chronicled, Tata CLiQ Luxury, India’s premier luxury lifestyle platform, announced the launch of their latest gifting campaign this festive season, today. The campaign encourages consumers to celebrate their deepest bonds with thoughtful gifts, while also positioning the platform as the go-to destination for #LuxeGifting.

Relationships are built and grow on strong foundations of trust, care, and love. At Tata CLiQ Luxury, we encourage people to honour relationships with individuals they treasure. A gift selected with the same passion, effort, and time as that put into the relationship becomes the conduit for expressing how much you value the person and the bond you share with them. With this campaign, Tata CLiQ Luxury casts a spotlight on thoughtful gifting by recognising and celebrating different kinds of relationships.

The brand film, titled ‘Soulmates’, portrays the bond between former spouses. The narrative briefly takes the viewer through their journey, showcasing how much they appreciate their time together and care for each other even after they've parted ways because they've been such an integral part of each other's lives. It beautifully captures their bond, which is acknowledged by the gift they handpick from the platform for each other. The film highlights Tata CLiQ Luxury as a platform where consumers can discover a wide range of thoughtfully curated gifts to shop for this festive season to celebrate the people who matter most to them and the relationships they share.

On the launch of the campaign, Mohua Das Gupta, Head - Brand Marketing, Tata CLiQ Luxury said, “Festive season is indeed a time for celebration. At Tata CLiQ Luxury, we urge consumers to celebrate relationships which hold a special place in their hearts by expressing their gratitude and appreciation towards people who’ve played a significant role in their life through gifts that define their journey over time. Unlike this fast-paced world we live in, great relationships are built with time and so are the gifts worthy of them. Tata CLiQ Luxury provides curated premium and luxury brands across a wide range of categories that are crafted for the unhurried and perfected over time to celebrate special bonds and stories with thoughtful gifting options.”

Bobby Pawar, Chairman & Chief Creative Officer, Havas Group India, “After the Slow Luxury commercial for Tata CLiQ Luxury, we had to carry forward that insight into the gifting season – and ‘relationships built over time’ was the perfect platform to take this proposition forward. But we did not stop there. We wanted to push the work, and we were blessed to have likeminded clients who wanted to push the conversation too. Rather than me talking about the work, I think the work speaks for itself”

As part of a digital-first strategy, the brand film will be widely promoted through a large-scale campaign across digital platforms followed by offline channels.