Content concepts / September 2026@Hawky CSM Team
Modern
Vintage
The past, styled for nowClient concept report · with research evidence
01 / Campaign ideaThe Collective · AW26

Nostalgic in
inspiration.

Modern in expression.

AW26 looks back to the eras that shaped fashion: '90s maximalism, early-2000s attitude, heritage codes, preppy dressing and power dressing. Then it brings them together through a modern, expressive lens.

Retro Revival · Textural · Expressive · Modern · Playful · Sophisticated · Layered · Unexpected · Heritage
Styling mood

Checks and stripes, leather, suede, corduroy, structured knits, bouclé, unexpected layering, hero accessories.

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02 / The opportunityThe Collective · AW26

A season with
scale built in.

700+
Options across the Modern Vintage buy
26%
Of the seasonal buy mix
SEP '26
Go-to-market moment
Polo Ralph Lauren · Fred Perry · Hackett · Drole De Monsieur · D2 · Ganni · Self Portrait · Ted Baker · Domrebel
Campaign ambition
Position The Collective as a fashion & style tastemaker
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03 / Content systemThe Collective · AW26

Three jobs.
One point of view.

01
Inspire

Seasonal fashion storytelling and styling edits.

02
Engage

Conversations, discovery and desire.

03
Convert

Turn inspiration into action, visits and sales.

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04 / Statics & carouselsThe Collective · AW26

Stop the scroll.
Start desire.

Anchored to the Inspire and Convert goals. Model-led or product-led, textural, retro-coded. Each concept borrows a mechanism a competitor is scaling and is backed by a result from your own account.

01
Festive Happy Hours
6-10 PM urgency
22.5×
Return · 36 purchases
Time window
vs no window
02
One piece, full stop
One hero object
11×
Competitor relaunches
Brand name
vs offer
03
Shopping for a teenager
Gen Z gifting edit
#17
In 6 days at Tata CLiQ
Gift hook
vs product-led
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00 / Concept 01The Collective · AW26
Concept 01 · Static 1:1 and 4:5

Festive
Happy Hours.

A model shot outdoors with a timed percentage offer. Urgency from a clock, not a discount wall.

"Festive Happy Hours · 6-10 PM · Up to X% off"
22.5×
Outlet Happy Hours men's static · INR 23.0K · 36 purchases
21–33×
Happy Hours statics · 2.1–2.8% CTR
#18
Tata CLiQ sale static · of 127, relaunched 6×
What we're testing

Time window vs no window. Iconic's 2–8 PM flash sale (older data) used the same mechanic.

Competitor reference · Tata CLiQ Luxury, Season of Celebration sale (16–28 Sep)
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05 / Hero staticThe Collective · AW26
Concept 02

One piece,
full stop.

One hero bag or watch on a solid colour field. Brand name. One line. No offer. The confidence to let the object speak.

"Brand name + one line."
22.5×
Product-only static benchmark
Competitor signal

Tata CLiQ's Mercedes-Benz suitcase static: #7 of 127, relaunched 11×. One object, lots of space, no offer.

Test

Brand name alone vs offer copy

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06 / Gifting carouselThe Collective · AW26
Concept 03

Shopping for
a teenager?

We've got a few ideas >>>

A multi-brand gift guide styled with Gen Z wit. Each card adds a new idea, creating a natural reason to keep swiping.

Why now

Tata CLiQ's "Shopping for a teenager?" carousel reached #17 of 127 in just 6 days. Carousels have had no measurable spend in your account, so this is a new bet.

What we're testing

Gift-hook headline vs product-led headline · carousel swipe depth

Our proof

To be mapped to the best-performing gifting or multi-brand static in the account.

Competitor reference · Tata CLiQ carousel: Clinique, Hermès, watch + bag
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07 / Motion & short videoThe Collective · AW26
M1 / 6-10 sec / 9:16

Final call

Slot-machine countdown montage. Put "FINAL CALL" on frame one.

37.8×
Return on INR 33K spend
34
Purchases
M3 / 15-20 sec
What brings me joy

Creator styles three party looks. Open mid-change: "What I'm wearing to 3 Diwali parties."

21.5×
Marc Jacobs creator video
124
Purchases on INR 98.5K
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00 / Motion referencesThe Collective · AW26

The references
behind the motion.

M1 · Final Call countdown montage · press play on the first frame

Tata CLiQ Luxury "The countdown is over" slot-machine video, 19s. #48 of 127, 4 days old. Take the countdown open; cut to product and offer fast.

Our proof: Final Reduction product montage · INR 33.0K · 37.8× · 34 purchases

M3 · What brings me joy: festive edition · press play on the first frame

Darveys model-led poolside video, 30s (older data). Take the model-led styling and the hero-bag close-up.

Our proof: Marc Jacobs "What brings me joy" creator video · INR 98.5K · 21.5× · 124 purchases

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08 / Research foundationThe Collective · AW26

Built on
delivery, not hype.

Tata CLiQ is the only competitor we can see scaling right now, and nearly all its delivery weight is on statics and carousels. Its videos hold none of its top-10% slots. Your own history agrees: statics beat video on return. So the plan leans 60/40 statics to motion, and keeps only the video styles that have earned money for you.

60 / 40
Recommended static-to-motion testing split
7.63×
Your static ROAS benchmark
0%
Video share of Tata CLiQ top-decile slots
127
Tata CLiQ Luxury live ads on 21 Sep (+14 since 18 Sep)
What we can see

Tata CLiQ Luxury's current delivery ranking, snapshot of 21 Sep 2026.

What we can't

Ajio, Darveys and Iconic, last refreshed 242+ days ago. Their ads show last winter, not now.

Your data window

1 Dec 2025 – 20 Mar 2026. There is no newer performance data.

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09 / Competitor evidenceThe Collective · AW26

What Tata CLiQ
is actually backing.

Tata CLiQ makes plenty of video but doesn't push it. Its heavy delivery goes to carousels and single images with Benefit / Value hooks. None of its ads is a breakout: nothing launched in the last 7 days has reached its top 2%.

Video
Share of all ads
43%
Top-decile slots
0%
Benefit / Value hooks
Share of all ads
22%
Top-decile slots
80%
Brand films sit in the bottom half

Hermès fragrance film: #65 of 127. Kareena Kapoor × Ritu Kumar film: #83 of 127.

Read with caution

Ajio, Darveys and Iconic data is 242+ days old. It is historical context, not evidence of what they are scaling now.

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10 / Competitor evidence / Ad by adThe Collective · AW26

Mechanisms
worth borrowing.

Tata CLiQ Luxury ads ranked by delivery, out of 127 live. We copy the mechanism, not the content.

RankAdSignalWhat to take from itUsed in
#1–2"California, curated" / "America the Beautiful" travel carouselsAlso hold #6 and #11Editorial "X, curated" story carousel. It's a tourism partnership, so copy only the formatS2
#7Mercedes-Benz round suitcase, one static imageRelaunched 11×One striking object, plenty of empty space, no offerS4
#17"Shopping for a teenager?" gifting carouselOnly 6 days oldGift guide organised by the person you're buying forS3
#23Lacoste and multi-brand polo montage videoRelaunched 25×Fast montage across many brands. The only video they keep coming back toM2
#48"The countdown is over" slot-machine video4 days oldCountdown to the sale. Too early to judgeM1, S5
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11 / Your performance evidenceThe Collective · AW26

The account
has already voted.

Video gets nearly twice the budget of statics and returns less. 1 Dec 2025 – 20 Mar 2026.

Format / video styleSpendROASReturn scale 0–8×Read
STATICINR 40.0L7.63×
Best format
ALL VIDEOINR 72.2L6.64×
More budget, less return
Image slideshowINR 16.8L7.42×
Best video at scale
Live actionINR 28.6L7.09×
Strong
Product montageINR 11.8L6.96×
Strong
Brand montageINR 12.5L4.40×
Weak. Don't make more
Conceptual videoINR 1.6L1.89×
Weakest
Copy treatmentText directly on image: 6.69× at INR 41.9L · Text in boxes: 6.10×
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12 / Your performance evidence / Proven creativesThe Collective · AW26

The creatives
we're building from.

37.8×
EOSS Final Reduction montage

INR 33.0K spend · 34 purchases. Your best video. Basis for M1.

30.4×
New-arrival bags, live action

66 purchases. Paired with every motion piece.

21–33×
Happy Hours statics

2.1–2.8% click-through rate. Basis for S1.

22.5×
Product-only studio static

Outlet Happy Hours men's · INR 23.0K · 36 purchases. Basis for S4.

21.5×
Marc Jacobs "What brings me joy"

INR 98.5K · 124 purchases. Largest scaled winner. Basis for M3.

8.86×
"Final call" hook

INR 5.4L spend. Basis for S5.

What didn't workSpecial Collection framing 4.81× · Themed Edit framing 4.18× · Brand montage 4.40× · Conceptual video 1.89×
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13 / The concept plan / StaticsThe Collective · AW26

Five ways to
make the still move.

IDConceptFormatCompetitor signalYour proofHook / headlineTest
S1FESTIVE HAPPY HOURS
Model outdoors, timed % offer		Static 1:1 and 4:5Tata CLiQ Season of Celebration static (#18, relaunched 6×); Iconic 2–8 PM flash sale (older data)21–33×, 2.1–2.8% CTR"Festive Happy Hours · 6–10 PM · Up to X% off"Time window vs none
S2DIWALI IN DELHI, CURATED
One city per card or ad		Carousel, 5–7 cards"Curated" carousels hold #1, #2, #6, #11Campaigns already split by these regions"Diwali in Delhi, curated." One look per partyCity vs pan-India
S3GIFT BY PERSON
"For the in-law who has everything"		Carousel, card per price bandTeenager gifting carousel, #17 in 6 daysUntested: carousels had no measurable spend"Shopping for someone who's impossible to shop for?"Recipient vs price
S4ONE PIECE, FULL STOP
Hero bag or watch, solid colour		Product-only staticMercedes-Benz suitcase, #7, relaunched 11×22.5× product-only staticBrand name plus one line, no offerOffer vs no offer
S5LAST CALL
Product grid, big "FINAL CALL"		End-of-sale staticTata CLiQ countdown video8.86× at INR 5.4L"FINAL CALL · Ends midnight"Static version of the video winner
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14 / The concept plan / MotionThe Collective · AW26

Motion must
earn its place.

M1 · 6–10 sec product montage · 9:16
Final call

Fast product cuts, number ticking down. "FINAL CALL" on frame 1.

Signal: Tata CLiQ slot-machine countdown (4 days old)

37.8×
EOSS montage
Countdown vs
plain cuts
M2 · 10–15 sec image slideshow
The brand wall

Multi-brand montage by category (polos, knitwear, bags), logo on every cut. "40 brands. One edit."

Signal: Lacoste polo montage, relaunched 25×

7.42×
Slideshow at scale
Category
order
M3 · 15–20 sec live-action creator
What brings me joy

Creator styles 3 party looks, brand named on screen. Opens mid-outfit change.

Signal: Darveys and Ajio model-led videos (older data)

21.5×
Marc Jacobs creator
Creator vs
brand-shot
Non-negotiable

Text directly on footage, no boxes. Brand visible in the first two seconds. Pair every motion idea with a new-arrival bags cut: that execution returned 30.4× with 66 purchases.

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15 / Creative guardrailsThe Collective · AW26

What we are
not producing.

01
Cinematic brand films

Brand montage returned 4.40×; conceptual video returned 1.89×. Tata CLiQ's own films sit in the bottom half of its delivery (#65 and #83 of 127).

02
Themed-edit framing

"Special Collection" and "Themed Edit" returned 4.81× and 4.18×. Name the brand or the offer instead.

03
Stale discount walls

Ajio and Darveys DCO walls are 8 months old. They can't tell us what is scaling now.

Decision rule
Keep motion near 40% of testing spend until a festive video beats 7.63×.
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16 / Recommended launch sequenceThe Collective · AW26

Build desire
with the past.

Earn attention now.
01 · By 28 Sep
This week

Launch S1, S5 and M1 before Tata CLiQ's Season of Celebration sale ends on 28 Sep. The proven winners, adapted for the festive sale.

02 · Diwali lead
Next week

Test S2, S3 and M3. The new bets: curated carousels and gift-by-person are what Tata CLiQ is pushing, and neither has run in your account.

03 · Budget
60 / 40 split

Hold motion to about 40% of creative testing spend until a festive video beats your static average of 7.63×.

04 · Before scale
Refresh tracking

Refresh Ajio, Darveys and Iconic competitor tracking. Right now we see only one competitor's live delivery.

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The Collective / AW26
The past,
proven for now.
Modern VintageContent concepts · Sep 2026