Tata Play, India’s leading content distribution platform, has unveiled its latest DTH campaign, ‘Samajhdar Bano, Tata Play Lagao’. Departing from conventional advertising formats, the campaign leverages AI-generated characters—a wise owl and a witty donkey—to communicate Tata Play’s value propositions in a humorous and relatable way.
At its heart, the campaign highlights the unmatched value Tata Play offers television viewers. With an upfront deposit of INR 3,600, subscribers gain access to content worth the full amount, ensuring every rupee goes directly toward their entertainment. Additionally, subscribers receive an HD set-top box, dish antenna, remote, and installation at no extra cost. The campaign also emphasizes the ease of customizing channel preferences through the Tata Play Mobile App (TPMA), making entertainment consumption seamless and tailored to individual viewer needs.
Conceptualized and executed by Ogilvy, the brand films address common consumer confusions around DTH pricing. With their signature quirks, the owl and the donkey bust common myths about hidden costs in a direct-to-camera moment, making it clear how Tata Play’s Dhamaka Offer delivers unbeatable savings and seamless, high-quality entertainment.
Speaking about the campaign, Krishnendu Dasgupta, Head – Marketing Communications, Tata Play, said, “This campaign is anchored in a simple yet powerful insight — when it comes to choosing their entertainment they want to watch, what people truly seek is clarity over clutter. While the choices are many, the confusion is even more. Through a light-hearted, relatable moment, our quirky owl and witty donkey step in as trusted guides, making the decision-making process feel effortless.” He further added, “The campaign has been crafted with an innovative use of Gen-AI tools, seamlessly integrating it into the storytelling that Tata Play advertising is associated with. This approach reinforces our commitment to delivering authentic and engaging narratives through cutting-edge technology.”
The ATL campaign has gone live nationally, spanning key channels and genres, with a focused rollout across Hindi-speaking markets, Maharashtra, West Bengal and all the four southern states. The campaign is also being amplified across digital platforms and social media, ensuring a multi-touchpoint presence that connects with audiences wherever they are.
Talking about the creative process, Sukesh Nayak, Chief Creative Officer, Ogilvy India, said, “It’s smart to choose Tata Play because it has best value for money offer and packs to help you truly maximise your entertainment. And to share this smart advice we took a fun, witty approach of using a donkey and an owl to be our spokesperson to enlighten people and help them make the smart choice. Because smart is the one who chooses Tata Play, like an owl and even a donkey.”
