After a successful and fun-filled 18-year run in the Indian television market, one of India’s leading DTH and Pay TV platforms with millions of active subscribers, has now rebranded itself to take home entertainment to the next level. Tata Sky is now Tata Play. The all-new brand identity reflects Tata Play’s growing focus on fresh new offerings beyond the regular DTH services. With the brand refresh, Tata Play has now expanded to the worlds of OTT and fiber-to-the-home (FTTH) broadband to make the entertainment experience seamless, connected, innovative, and flexible for its millions of Indian customers. The brand name ‘Tata Play’ adds a layer of youthful exuberance, excitement, and simplicity to an already well-established, highly trusted, and much-loved Tata brand.
Elaborating on the creative process behind brand refresh, Regine Stefan-Aboud, Creative Director & Partner at venture three, London, added, “It’s been an honor to work with such a well-respected and much-loved Indian brand. We had the exciting opportunity to reimagine the brand like you’ve never seen it before – young, vibrant, and dynamic. Taking inspiration from the Tata master brand, we created a new brand icon for Tata Play that represents both ‘play’ and the notion of progress and betterment. Our goal was to create a brand with a fresh and bold attitude – that’s ready to make life at home better through digital innovations – whilst retaining all the warmth and quality you’d expect from a Tata brand.”
To further add to the buzz and excitement around its rebranding initiative, Tata Play has rolled out a series of short and quirky ad films featuring the nation’s heartthrobs and India’s most beloved Bollywood couple, Saif Ali Khan and Kareena Kapoor Khan. The ad films have been conceptualized by Ogilvy & Mather India. They revolve around multiple characters – Ganpat and Kanta, Geeta and Gopal, and Monty and Pinky – played out effortlessly by the power duo. While the commercials featuring Kareena and Saif are targeted at the national audience, Tata Play has also unveiled ad films starring superstars Priyamani and R.Madhavan for the South Indian audience.
In my view, Tata Play has brought along just the right set of celebrities to drive home the message of its rebranding as they are a good representation of entertainment in India. They are highly loved and recognized by the Indian audience, which makes the ad films memorable and entertaining. The ad films deliver brilliantly-timed witty dialogues that fit well with the fun and new Tata Play avatar. Also, as Tata Play promises to make the life of its customers more entertaining and exciting with its foray into the OTT world, the commercials end with a fresh slogan ‘entertainment aur bhi jingalala’. The new motto builds on the legacy of the Tata brand and its ever-so-popular slogan ‘isko laga dala, toh life Jingalala’.
Talking about the new services, Tata Play has expanded its television-cum-OTT offerings through Tata Play Binge combo packs to bring more freedom and flexibility to its customers. By leveraging OTT combo packs, Tata Play customers will be able to get a single subscription with zero additional costs to 14 popular OTT platforms, including Netflix, Amazon Prime, Disney+Hotstar, and more along with regular TV channels on an aggregator app called Tata Play Binge. This is an excellent move by Tata Play as its customers will enjoy the perks of both DTH connection and OTT platforms. Furthermore, de-active DTH customers can continue to recharge and get restarted on the platform with zero reconnection charges. Tata Play won’t charge any fee for service visits.
Summing it up, Tata Play is all set to step up the home entertainment game with its fresh brand identity. With exciting new combo packs and OTT platforms onboard, Tata Play expands the Indian TV viewing universe and delivers the best entertainment experience to its customers.