Tata CLiQ Luxury partners with multimedia artists to bring ‘Time to Heal’
Tata CLiQ Luxury has come up with a video content series called ‘Time to Heal’ across its marketing platforms as it prioritises community and healing over commerce in this time when the world is battling a pandemic. This series is being presented in partnership with some of the biggest social media creators such as Kalki Koechlin, Lisa Ray and Ankur Tewari. Encouraging people to take a pause and take some time to heal, the videos drive messages of hope, resilience, and strength.
Ms. Gitanjali Saxena, Business Head – Global Luxury at 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.”
With each segment combining spoken verse with whimsical visuals to create a personal, reflective, and hopeful piece, the series consists of six videos with the belief that now is the Time to Heal. The creators who wrote and narrated each verse are Siddharth Dhanvant Shanghvi, Kalki Koechlin, Prabh Deep, Lisa Ray, Ankur Tewari and Gurmehar Kaur. 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 aligns with your commitment and social impact goals goes a long way. It all comes down to finding the best match for your brand.” Ms. Gitanjali Saxena added.
Mr. Gaurav Ogale, Patranimacchi said, “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.”
A short message depicting narratives on emotions giving strength such as Hope, Love, The Way You Heal, and ‘Umeed’ were asked from the chosen creators. Hoping for the community to come together to overcome the sadness, the creators beautifully touched upon the power of self-love and the comfort in softness poetry.
Mr. Ankur Tewari said, “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!”