Tata Play
The company behind Tata Play, with 7 confirmed deals on Monumentum.
Deals
Newest first, with what our re-check found on each source.
Ad film · 14 Oct 2025
A DTH value campaign conceptualised by Ogilvy using two AI-generated characters, a wise owl and a witty donkey, to explain Tata Play's INR 3,600 Dhamaka Offer and bust myths about hidden DTH costs, running nationally on TV plus digital and social.
Agency: Ogilvy.
Rebrand · 29 Sep 2025
Tata Play introduced Coco, an AI-assisted puppy mascot developed with Ogilvy and Aesthetic Intelligence Labs using a generative-AI creative pipeline and a custom 8,000-frame visual dataset, to represent the brand across TV, digital, the Tata Play app and customer touchpoints.
Agency: Ogilvy.
Purpose · 21 Nov 2024
A World Television Day campaign celebrating television's power to unite a culturally diverse India across screens and shared stories.
Digital/social · 18 Jul 2023
A 360-degree digital campaign for Tata Play Binge built around a data-driven vox pop hosted by influencer Urmila Wedkar, a Kareena Kapoor Khan collab reel, and a celebrity talk show with Anupama Chopra and Film Companion in which stars such as Manoj Bajpayee and Sonakshi Sinha shared their binge-watching lists.
Talent: Kareena Kapoor Khan, Anupama Chopra, Manoj Bajpayee, Sonakshi Sinha.
Ad film · 26 Jun 2023
Two films for the OTT aggregator in which Saif Ali Khan and Kareena Kapoor Khan ask where a show is streaming and neighbourhood children answer instantly, naming SonyLIV for Maharani and Disney+ Hotstar for Arya, both bundled inside a single Binge subscription.
Talent: Saif Ali Khan, Kareena Kapoor Khan.
Rebrand · 29 Jan 2022
Tata Sky rebranded as Tata Play to reflect its expansion beyond DTH into wider entertainment, launching with a campaign fronted by Kareena Kapoor Khan, Saif Ali Khan, R. Madhavan and Priyamani under the promise of a more 'Jingalala' viewing experience.
Talent: Kareena Kapoor Khan, Saif Ali Khan, R. Madhavan, Priyamani.
Rebrand · 29 Jan 2022
The rename of Tata Sky to Tata Play was carried by a set of Hindi slice-of-life TVCs directed by Shoojit Sircar, with four actors playing everyday characters to explain that the brand now sells OTT apps alongside DTH channels. Tata Sky Broadband was renamed Tata Play Fiber at the same time.
Talent: Kareena Kapoor Khan, Saif Ali Khan, R. Madhavan, Priyamani.
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