At a time when the world is battling a pandemic, Tata CLiQ Luxury is prioritizing community and healing over commerce. The brand recently released a video content series called 'Time to Heal' across its marketing platforms, in partnership with some of the biggest social media creators such as Kalki Koechlin, Lisa Ray, and Ankur Tewari. The videos drive messages of hope, resilience, and strength, encouraging people to take a pause and take some time to heal.
Gitanjali Saxena, Business Head (Global Luxury), Tata CLiQ Luxury, said, "At Tata CLiQ Luxury, we focus on mental vulnerability. 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."
Believing that now is the Time to Heal, the series consists of six videos, with each segment combining spoken verse with whimsical visuals to create a personal, reflective, and hopeful piece. Kalki Koechlin, Lisa Ray, Gurmehar Kaur, Ankur Tewari, Prabh Deep, and Siddharth Dhanvant Shanghvi are among the creators who wrote and narrated each verse. Visuals have been created in collaboration with visual artist, Gaurav Ogale.
"It brings us great pleasure to collaborate with like-minded creators for this series. Having artists who align with your commitment and social impact goals goes a long way. It all comes down to finding the best match for your brand," Gitanjali added.
Gaurav Ogale, Patranimacchi, stated, "This series has been in many ways a healing mechanism for myself as an artist. 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."
Chosen creators were asked to submit a short message that depicted narratives on emotions that give them strength such as Hope, Love, The Way You Heal, and ‘Umeed'. The creators beautifully touched upon the power of self-love and comfort in soft poetry, hoping for the community to come together to overcome the sadness.
Ankur Tewari added, "In these strange times, with grief and despair all around us, hope can help us heal and prepare ourselves for a better tomorrow. Tata CLiQ Luxury gave me an opportunity to express this through a collaboration with Gaurav Ogale, whose work I have admired for long, and I could not say no."