DTH and Pay TV platform Tata Play has released two TVCs as part of its campaign to bring out the essence of the brand and also to present its new identity as its business interests grow beyond Direct To Home services.
The campaign features actors and real-life couple Kareena Kapoor Khan and Saif Ali Khan and actors R Madhavan and Priyamani. The Hindi TVCs have been directed by Bollywood Director, Shoojit Sircar.
Saif Ali Khan said, “Over the years, entertainment in India has seen a gradual shift, and has eventually taken new, interesting forms. A few years ago, it would have been unbelievable to imagine the ease with which we watch our favourite shows today. It is also surreal how we have access to various genres of content at the click of a button or with a tap of our fingers. The power of choice is now in the viewer's hands, and I am happy to be a part of this exciting revolution with Tata Play.”
Kareena Kapoor Khan said, “Entertainment is quite literally in my blood. A passion that was born when I was just a child and continues even to this day. It is a part of my life in so many ways and it also is a great way to connect with my friends and family, where we spend time together bingeing on our favourite shows. Which is why, I am delighted to come onboard with Tata Play to enhance the entertainment experience in India. Making the best of DTH and OTT easily available for viewers passionate about their content, Tata Play promises to deliver many ‘jingalala’ moments, which I also hope to create with my friends my family and friends.”
Madhavan added, “The world of entertainment is indeed a magical place as it gives you a reason to escape while giving you reasons to believe. It is astounding how, over time, we are transported into a story that we choose to be a part of, just with one click of a button. These are indeed exciting times, and I am happy to join hands with Tata Play to help bring an entertainment revolution across thousands of homes in India.”
“Growing up, television was my sweet escape from reality, and it introduced me to a world of content from different cultures, languages and regions. This exposure fuelled my passion and has encouraged me to pursue acting across various language industries. To bring viewers, like me, the best of entertainment, I’m pleased to be a part of the next phase in the evolution of entertainment with Tata Play,” added Priyamani.
Meanwhile talking about the new identity, Harit Nagpal, MD and CEO – Tata Play (formerly known as Tata Sky), said, “I firmly believe that it’s one thing to own content, quite another to make it accessible. Distribution is what makes content easily discoverable for the masses, consumed, and talked about. The name Tata Play thus signifies our expanded range of product and services. The new identity is an outcome of our desire to be future-ready while making tomorrow better than today for homes and families.”
Talking about the campaign, Shekhar Banerjee, Chief Client Officer & Head - West, Wavemaker India, said, “At Wavemaker, we have been instrumental in the rebranding journey of some marquee key brands in India. We understand the importance of the launch day and the initial week of the rebranding. So we have set very strong, aggressive goals about the new brand’s awareness in week one. When we’re doing such a high scale, important brand transition, nothing comes close to the TV as a medium. It is still the largest medium with around 900 million audiences in the country. And there cannot be a better steroid than the largest network to reach this audience. In one day you can achieve what you cannot in a month. Our creative partners Ogilvy has worked with us in the past for similar launches and know the drill. We made sure there's enough content and space so that it doesn't become jarring but at the same time, it gives we get a message out clearly."
As part of the revamp Tata Play will include Netflix across multiple combo packs for users to enjoy a seamless entertainment experience across TV channels and OTT content. Additionally, the Tata Play Binge Combo packs will have TV channels + 12 popular OTT apps like Disney+Hotstar, SonyLIV, Zee5, Voot Select, Voot Kids, ShemarooMe, SunNxt, Hungama Play, Eros Now, CuriosityStream, EpicOn and Docubay will now be made available at a great value for all Tata Play subscribers.
Tata Sky Broadband, a subsidiary of Tata Play, will now be known as Tata Play Fiber.