- Tata CLiQ Luxury launches “Time To Heal” campaign
- Kalki Koechlin, Ankur Tewari and Lisa Ray have collaborated on the campaign
- The videos with audio messages by influencers highlight human emotions such as hope and love through poetry and music
As the world’s second largest population deals with the grief and struggles brought upon its people in the second wave of the deadly Coronavirus, Tata CLiQ Luxury urges the people to take time out for self healing.
The luxury e-commerce platform has collaborated with several social media creators and influencers to promote the messages of hope, resilience, and strength, encouraging people to take a break to heal.
The objective is to prioritise community and healing over commerce.
Recently, the brand, had also released a video content series named “Time to Heal” across its marketing platforms, in partnership with social media creators such as actor Kalki Koechlin, model turned actor Lisa Ray and independent musician Ankur Tewari.
The videos with audio messages by the above mentioned influencers highlight the human emotions such as hope and love through poetry and music.
Business Head- Global Luxury, at Tata CLiQ Luxury, Gitanjali Saxena said, “We wanted to create a campaign that resonates with our consumer’s current sentiments, reassuring them of a world that is more tranquil and calm within all the chaos caused due to uncertain times.
“Time to Heal is a manifestation of our commitment to community healing”.
The campaign from Tata CLiQ consists of 6 videos in total with each segment combining spoken verse with whimsical visuals to create a personal, reflective, and hopeful piece.
Some of the other influencers which took part in this campaign include student activist and author Gurmehar Kaur, singer Prabh Deep, and author Siddharth Dhanvant Shanghvi who wrote and narrated each verse.
Visuals have been created in collaboration with visual artist Gaurav Ogale.
Ogale said, “In times where we are enveloped with melancholy, pain and despair, creating something becomes difficult and that’s when one needs to align themselves with fellow creators and share the mutual longing for hope, which is what happened very organically with these six incredible minds and the very sensitive team at Tata CliQ Luxury,” about the campaign.
Under the series, the chosen creators were asked to submit a short message which depicted the narratives on emotion which gave them the strength in these times.
The creators touched upon the power of self-love and the comfort in soft poetry, hoping for the community to come together to overcome the sadness caused by the COVID-19.