Tata CLiQ Electronics launches awareness campaign

Aiming to increase brand awareness and strengthen its connect with the market, Tata CLiQ Electronics campaign has executed a wide-spread OOH campaign in partnership with Kinetic Worldwide agency. The agency has smartly used its OOH expertise and adopted a simple communication approach that created a distinguished visibility for the brand. Larger than life, vibrantly designed billboards at high traffic junctions in Mumbai and Gurgaon created a huge impact. Not only did it attract the attention of passengers stuck in traffic jams, but also kindled a sense of curiosity to explore the options that the brand had to offer.

On the basis of data acquired via the New Consumer Classification System (NCCS), Tata CliQ targeted 28-40-year-old working professionals who are tech savvy, trend setters, and who believe in saving time.

"The smart / connected homes industry is witnessing a rapid growth in the Indian market. IT hubs and HNWIs were the initial adapters of this change. However, today almost every household in metro cities has at least 2-3 smart appliances. But a, majority of families in tier 1 and 2 cities feel that converting their homes into smart homes will be an expensive affair. Being the first e-commerce website in India to have introduced Connected Homes as a category, our endeavour is to create awareness amongst our patrons on the connected home concept and ways to convert their home into smart homes at affordable prices and with least amount of time spent,” said Kishore Mardikar, Chief Marketing Officer, Tata CLiQ.

"From being stringent about shopping at a store to moving towards shopping online, the consumer purchase journey has indeed come a long way. With the rapidly increasing competition in the online and digital space, ensuring that your brand has an edge is vital. Thus, mobile marketing combined by smartly positioned OOH helps yield higher results on campaigns,’’ said Nandini Nayyar, Regional Head-West, Kinetic.

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