Global communications consultancy Maxus on Friday said it has bagged the media mandate for Tata Group’s e-commerce platform Tata CLiQ, following a multi-agency pitch.

The mandate involves management of all media across television, print, radio, cinema and will be handled from Maxus’ Mumbai office.

“In a category cluttered with product forward, sales, discount advertising, high-end fashion and lifestyle imagery that is indistinguishable from one brand to the other, we chose to tell a quirky tale using camels and associating them with the guarantee of finding authentic and genuine products at TataCLiQ.com,” Prathyusha Agarwal, Head – Marketing, Tata CLiQ, said in a statement.

“With a novel proposition and communication idea, we are sure that we will build a strong, salient brand. We believe that Maxus will be a true partner in understanding the brand and bringing it alive across vehicles and with its vast spread of services from analytics to creative content development.”

Maxus South-Asia MD Kartik Sharma said, “We manage a number of businesses from the Tata Group... Tata CLiQ is uniquely positioned to create a whole new shopping revolution among consumers and pioneer the ‘phygital’ (seamless merger of physical and digital shopping experiences) concept in India.”

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