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Kinetic India powers Tata CLiQ Electronics campaign

Kinetic smartly used its OOH expertise and adopted a simple communication approach

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MUMBAI: Kinetic Worldwide is a leading global player in the out-of-home (OOH) media industry and has successfully executed creative campaigns for a number of its clientele. Yet another success story is the Tata CLiQ Electronics campaign.

Understanding the need to increase awareness of the brand with the objective to strengthen its connect in the market, Kinetic smartly used its OOH expertise and adopted a simple communication approach that created a distinguished visibility for the brand. Installing 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 has 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 believe in saving time. An established luxury shopping destination online with a strong network of 100 plus partner brands pan India; functioning on the belief that consumers should have access to the best and new products every time they go shopping, the intent was also to present consumers with the best experience of CLiQ and PIQ services through their app.

“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. However, majority of tier 1 and 2 cities feel that converting their home into smart home 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 Tata CLiQ chief marketing officer Kishore Mardikar.  

"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 Kinetic regional head-west Nandini Nayyar.

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