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
Aman Gupta’s OFF/BEAT secures Rs 100 crore seed funding round
Bessemer backs new venture betting on AI and India’s digital shift
MUMBAI: Aman Gupta has raised Rs 100 crore in seed funding for his new venture OFF/BEAT, with Bessemer Venture Partners leading the round as it bets on a new wave of AI-led, consumer-first businesses in India.
The funding marks an early but significant push for OFF/BEAT, which is positioned to tap into a rapidly evolving market shaped by a digitally native generation and advances in artificial intelligence. The venture aims to build at the intersection of culture and technology, where brand identity and innovation increasingly go hand in hand.
Gupta, best known for co-founding boAt and scaling it into a Rs 3,000 crore-plus business, is now looking to apply those learnings to a new playbook. His focus this time is not just on building a consumer brand, but on leveraging AI and global networks to accelerate growth.
OFF/BEAT founder Aman Gupta said, “Having built from scratch before, I know what capital can do and what it cannot. This time, I was looking for partners with a global perspective who can help me leverage technology and AI, because that is where the future lies. Bessemer’s track record with companies like Anthropic, Shopify, Canva and LinkedIn says it all.”
The choice of investor reflects that ambition. Bessemer Venture Partners has backed global technology players such as Anthropic, Shopify, Canva and LinkedIn, bringing not just capital but strategic support and global reach.
Bessemer Venture Partners partner Anant Vidur Puri said, “We back founders who see around corners. Aman saw how a new India would come to think about aspiration, identity and quality, and built boAt as proof. He is now applying that same instinct to a market being reshaped by AI and by a generation with entirely new expectations.”
The investment comes at a time when India’s startup ecosystem is being reshaped by both consumer behaviour and technological disruption. Founders are increasingly expected to understand not just products, but the cultural shifts that drive adoption.
For OFF/BEAT, the journey is just beginning, but the signal is clear. In a market where attention is fleeting and expectations are rising, building something truly distinctive may be the only way to stay on beat.
