MUMBAI: Tata CLiQ has collaborated with Baba Sehgal, the king of desi rap for a catchy new video, that does its own take on the currently viral PPAP (Pen Pineapple Apple Pen) video.
The video has Baba Sehgal grooving in his trademark style with the lyrics that take a fun view of TataCLiQ.com’s festive sale in the month of October.

'PPAP'is a 2016 Japanese earworm-style music video performed by Piko-Taro, a fictional singer-songwriter created by Japanese comedian Daimaou Kosaka. It was first posted on YouTube on 25 August 2016 and has since gone viral. Justin Bieber has shared the video on his Twitter account and captioned it as his "favorite video on the Internet". It has been called the 'next Gangnam Style' by the media

Tata CLiQ is the Tata group’s multi-brand phygital ecommerce platform, which has chosen a quirky narrative through its launch campaign with a camel as its unlikely protagonist. Tata CLiQ claims it is always on the look out to take this tonality forward and connect with its audiences and the Festober Video, conceptualised as a parody of the PPAP video which has captured the imagination of digital natives, is one more such initiative.

Speaking on the latest content piece by the brand, Tata CLiQ marketing head Prathyusha Agarwal said, “Today’s millennials love to engage and interact with brands who converse with them as opposed to those who take the traditional one-way communication approach. Through the quirky and innovative Festober PPAP video, Tata CLiQ hopes to become a part of their conversations and interest spaces thereby creating brand salience and engagement. Known for his humour and individualistic take on reality, Baba Sehgal was the perfect partner for the Tata CLiQ PPAP Festober version."

The groovy video was conceptualised jointly by Tata CLiQ and Baba Sehgal and has gone live on Tata CLiQ’s YouTube channel and Facebook handles today.