Brands
Get the Oont on TataCLiQ.com, It’s a #SureThing
MUMBAI: TataCLiQ.com, Tata group’s unique phygital ecommerce marketplace today unveiled its advertising campaign titled ‘#SureThing’. The digital campaign centered on a camel as its unlikely protagonist, stems from the fact that everything one buys on TataCLiQ.com is a C.A.M.E.L i.e. Certified Authentic Merchandise Everybody Loves. A delightful, witty, quirky take on online shopping, the campaign focuses on TataCLiQ.com’s USP of being the #SureThing in shopping. The camel acts as a surrogate for the authentic, exclusive products and brands sold at TataCLiQ.com – be it apparel, electronics or footwear. The campaign is in line with the TataCLiQ.com phygital philosophy i.e. will be driven across the online world, mobiles and partner brand stores.
Divided into three announcer films i.e. bubble wrap, photographer and testing, the videos highlight the care and effort taken by the TataCLiQ.com crew in curating, checking and getting the camels ready for consumers. The main film depicts a range of products from different categories in a consumer’s life thus bringing alive the benefit of buying a C.A.M.E.L from TataCLiQ.com. Further amplified with a sticky sound tattoo, “Get the Oont”, the catchy jingle boosts the memorability and creative message across the films thus maintaining brand recall across executions. The camel stamp adds a simple yet effective semiotic cue that reiterates the genuineness and authenticity of the brands and experience offered by TataCLiQ.com. Targeted at consumers who are unsure and tired of sifting through endless listing of products of unknown brands, doubtful about their quality and authenticity, the creative campaign aims to deliver the brand message of curated, genuine brand forward shopping experience.
“In a category cluttered with product forward, sales, discount advertising or 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. The incongruity of camels in the place of products – being groomed, packed and shipped, delivered and actually put in use by shoppers makes for strong visual disruption and extremely clutter breaking story telling. As a digital-first brand, the digital medium is home turf, and appeal to digital natives, paramount. We believe our C.A.M.E.Ls will find favor in whichever medium they roam, and whichever topic they talk about. In the immediate future we see our C.A.M.E.Ls going #Phygital and conquering the worlds in physical (stores) and digital (online)spaces.” added Prathyusha Agarwal, Head – Marketing, TataCLiQ.com.
TataCLiQ.com understands C.A.M.E.Ls, whatever their breed and is committed to bringing only the best for its customers. And buying a C.A.M.E.L on TataCLiQ.com is easy, because they are “Real Good Brands at Feel Good Prices” that have been carefully curated making shopping with TataCLiQ.com a #SureThing
Brands
Practo names Cijo George as vice president of artificial intelligence
New vice president of artificial intelligence to mine healthcare data and sharpen care delivery
BENGALURU: India’s healthtech race just picked up speed. Practo has appointed Cijo George as vice president of artificial intelligence, tasking him with wiring AI deep into the company’s sprawling healthcare platform.
George will steer AI strategy and execution, embedding machine intelligence across care navigation, doctor-facing tools and overall platform intelligence. He will work across product, engineering and clinical teams to rewire how patients search for and access care — and how doctors deliver treatment with greater consistency and precision.
He reports directly to Shashank ND, co-founder and chief executive officer.
Shashank ND said years of building healthcare data across patients, providers and treatment outcomes had laid the foundation for more advanced AI applications. Artificial intelligence, he added, can unlock the value of that data to improve patient outcomes and equip doctors with actionable insights. He described George’s experience in building production-grade AI systems as closely aligned with Practo’s long-term vision.
George brings nearly two decades of experience spanning machine learning, AI platforms and product engineering. Most recently at Observe.AI, he led work on large-scale AI systems deployed by global enterprises. Before that, at Belong.co, he drove platform and AI initiatives focused on search and personalisation in the HR technology space. He also worked with the Advanced Technology Group at NetApp, contributing to machine-learning and data-science projects for distributed systems.
An alumnus of the Indian Institute of Science with a master’s degree in high performance computing, George said the chance to apply AI to directly improve patient experience and clinical delivery drew him to the role. Practo’s scale and its extensive longitudinal healthcare data, he added, offer significant room for innovation.
The move comes as digital health platforms double down on artificial intelligence to boost patient engagement, streamline provider workflows and sharpen decision-making. For Practo, the prescription is clear: turn data into diagnosis, and algorithms into advantage.
