Tata CLiQ Luxury is prioritizing community and healing over commerce at a time when the world is battling a pandemic. In collaboration with some of the biggest social media creators like Kalki Koechlin, Lisa Ray, and Ankur Tewari, the brand recently released a video content series called “Time to Heal” across its marketing platforms.
“We focus on mental vulnerability at Tata CLiQ Luxury. We wanted to create a campaign that spoke to our customers’ current feelings, reassuring them that there is a world out there that is more tranquil and calm than the chaos that comes with uncertain times. ‘Time to Heal’ is a manifestation of Tata CLiQ Luxury’s commitment to community healing, according to Gitanjali Saxena, Business Head – Global Luxury.
“It’s a real pleasure for us to work on this series with like-minded creators. It goes a long way to have artists who share your commitment and social impact goals. It all boils down to finding the right fit for your brand,” Saxena continued.
The series, which is based on the belief that now is the Time to Heal, consists of six videos, each of which combines spoken verse with whimsical visuals to create a personal, reflective, and hopeful piece. Each verse was written and narrated by Kalki Koechlin, Lisa Ray, Gurmehar Kaur, Ankur Tewari, Prabh Deep, and Siddharth Dhanvant Shanghvi, among others. Visuals were created in collaboration with Gaurav Ogale, a visual artist.
“This series has served as a healing mechanism for me as an artist in many ways. When we are surrounded by sadness, pain, and despair, it is difficult to create something. That is when we need to align ourselves with fellow creators, share our mutual longing for hope, which is exactly what happened organically with these six incredible minds and the very sensitive team at Tata CliQ Luxury”said, Gaurav Ogale, Patranimacchi.
The chosen designers were invited to send in a brief message depicting narratives about emotions that give them strength, such as Hope, Love, The Way You Heal, and ‘Umeed.’ The authors brilliantly focused on the importance of self-love and the comfort found in softnesspoetry, calling for a community-wide effort to overcome the grief.
According to Ankur Tewari, “Hope may help us heal and prepare for a brighter tomorrow in these weird times, with pain and sorrow all around us. I couldn’t say no when Tata CLiQ Luxury offered me the chance to express myself through a collaboration with Gaurav Ogale, whose work I’ve liked for a long time!”.
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