MxMIndia

Tag: Tata Play

  • To host sessions with a focus on ‘The Age of Adaptability’

    Goafest 2024 update: Day 1 to host keynotes, Media & Publisher Abby

    Day One of Goafest 2024 is all set to being a little after noon with a some music and knowledge sessions. And since it’s Goafest, albeit in Mumbai, there’s also a Champagne Launch. Co-hosted by The Advertising Agencies Association of India (AAAI) and The Advertising Club (TAC), Day 1 of the festival will feature key industry experts exploring the diverse aspects of the theme ‘The Age of Adaptability’.

    The opening session titled Adapt To Thrive Not Just Survive, will see Harit Nagpal, Managing Director and CEO of Tata Play, and this will be follow by a session on Navigating The Age Of Adaptability by Sanjiv Mehta, former HUL chief and Executive Chairman of L Catterton India.

    Then there’s a session titled From Setbacks to Comebacks: The Power of Persistence, with writer and film director Tahira Kashyap in conversation with Atika Farooqui. Concluding Day 1 with what adaptability means in real life, a session titled Embracing Failure to Touch Success, will feature actors Medha Shankr and actor Vikrant Massey chatting with Neha Dhupia.

    The evening will see the Media and Publisher Abby awards being presented.

  • To offer Prime Benefits to viewers across TV and OTT

    Tata Play & Amazon Prime collaborate

    Content distribution platform Tata Play has joined hands with Amazon Prime to offer Tata Play DTH and Tata Play Binge customers multiple ways to access Prime Video’s content. Tata Play DTH subscribers can now choose from multiple packs starting from INR 199 per month, that offer a variety of their TV channels along with Prime Lite with Tata Play. In addition, Binge subscribers can get Prime Lite with Tata Play along with 30+ other popular apps at various price points. At INR 199 per month, users can subscribe to 6 OTT apps, including Prime Video, from a list of 33 apps, or can subscribe to all 33, including Prime Video at INR 349 per month.

    Said Harit Nagpal, Managing Director and CEO, Tata Play, on the partnership. “While on the one hand, Tata Play’s robust content distribution network will help in expanding Amazon Prime’s outreach to newer audience segments, on the other, addition of Prime Lite Membership with Tata Play will make Binge a more compelling proposition.”

    Added Gaurav Gandhi, vice president, APAC & MENA, Prime Video: “At Prime Video, our mission is to super-serve our customers with the best of entertainment, and we are constantly looking at ways to strengthen our distribution to ensure wider availability of our much-loved movies and series. The collaboration with Tata Play provides its DTH and digital customers seamless access to Prime Video’s full selection of content, as well as Prime Lite benefits like unlimited free shopping & shipping of ‘Same-day/Next-Day’ delivery, Prime exclusive deals and much more. We look forward to working with Tata Play to make premium entertainment even more accessible to customers in India.”

  • Brands can now split one ad slot for multiple audiences

    Tata Play introduces addressable ads for linear television

    By Our Staff

     

    Tata Play, the content distribution platform which was earlier called Tata Sky, has announced addressable ads for linear television.

     

    Tata Play has partnered with Invidi and TAM for this initiative. While Invidi will manage the tech aspect of Addressable ads, TAM will facilitate audience measurement and monitoring.

     

    Addressable TV advertising technology enables advertisers to selectively segment TV audiences and serve different ads to different households, even if they are watching the same content. In essence, digital-akin media planning can now be achieved on television through Addressable Ads.

     

    With Tata Play’s Addressable Ads solution, advertisers can enjoy a better ROI with functionalities like targeting and buying impressions. Broadcast partners are now empowered with an opportunity to offer a more relevant, rewarding, and effective inventory.

     

    Harit Nagpal
    Harit Nagpal

    Said Harit Nagpal, Managing Director & CEO – Tata Play: “While television delivers the highest advertising reach for brands, it doesn’t offer sharper targeting. With our targeted ad delivery, we can now split a TV spot into multiple beams with each beam carrying messages to distinctive audience cohorts, as required by the advertisers.”

     

  • To launch ‘Har Ghar Startup’ DTH platform service

    Suniel Shetty ties up with Tata Play

    By Our Staff

     

    Tata Play, content distribution platform, launches a new platform service – Har Ghar Startup – for budding entrepreneurs and Start-up enthusiasts. Tata Play and actor Suniel Shetty’s FTC Talent have come together to make knowledge on the Start-up sector accessible through Har Ghar Startup. It can help potential entrepreneurs to set up their own business and help existing entrepreneurs to expand by providing access to mentors and aid in getting government funding.

     

    Har Ghar Startup’s content is produced and curated in association with FTC Talent and is supported by NITI Aayog and Atal Tinkering Labs (ATL). The library includes shows like Horses Stable, Har Ghar Karobar, Inside Industries, Business Ki Paathshala, Star Startups, amongst others, along with vignettes comprising of titles like Startup shots which captures Quick tips and Startup mantras, to name a few. The service is available on 510 and is free for all Tata Play subscribers. For anytime, anywhere access, the content is also available on the Tata Play mobile app.

     

    Commenting on the launch, Tata Play’s MD & CEO, Harit Nagpal said: “With this initiative, we aim to help self-starters by connecting them with the best start-up experts from across the country.”

     

    Congratulating Tata Play and FTC TALENT on this initiative, G20 Sherpa, GOI, Amitabh Kant added: “In the past decade, India has taken massive strides towards creating a quality entrepreneurship ecosystem. Under the leadership of our Prime Minister Mr. Narendra Modi, who envisions India as a global powerhouse across sectors, we have strived to enable a steady rise in the country’s business environment. My heartiest congratulations to Tata Play and FTC TALENT on taking this goal of Atmanirbhar Bharat forward with a unique service like Har Ghar Startup. Tata Play’s precedence and reach through the medium of satellite Television, will help us reach millions of homes and provide inspiration to every enterprising individual. I hope more and more Indians benefit from such initiatives.”

     

    Said Shetty: “As an entrepreneur, I often found myself trying to seek useful information through different mediums with little or no success. After speaking with several other business owners across India, I realised that the lack of accurate information on the subject is a country-wide gap. Har Ghar Startup is my first step towards creating a knowledge-sharing ecosystem for budding and established entrepreneurs. I am excited to join forces with Tata Play to take a step towards making India Aatmanirbhar with this initiative.”

     

  • The brand, creative and production teams  have done commendable work with the ads, writes Sanjeev Kotnala

    Tata continues to Play with Sky

     

     

    By Sanjeev Kotnala

     

    Sanjeev KotnalaUnless you are a Tata Sky subscriber or a digital algorithm picks you as a potential lead, you will likely miss out on these short, simple name change films. Additionally, these films talk of the new Tata Binge offer, including the addition of Netflix. The way the scriptwriter and the production team have managed the cast and the location itself with Covid restrictions is worth applauding.

     

    The films feature the flamboyant Saif Ali Khan and beautiful Kareena Kapoor Khan. Saif continues to surprise us with his never acknowledged versatility. Kareena, like him, plays different avatars but with the same expression, smile and trademark pout. But, both deliver memorable short scripts.  There are language films with different set of celebrities.

     

    Is there a story there?

    When a brand puts so much effort into Name Change, it suggests more than what meets the eye. The earlier name has the potential and most likely will come alive in a different Avatar sometime soon. Why would you otherwise spend so much time, effort, and media money to delink it from entertainment, TV, and Cable.

     

    Is Tata Sky later going to the sky and being an airline. It is the right name for airline by the Tatas. Now, that is a guess and a long shot. However, even if Tata Sky never becomes the Airline it should be, I would still be at peace.

     

    Did they leave the clue somewhere? What do you think?

    Back To Tata Play.

     

    SALESMAN- CUSTOMER PLAY

    The first set is a customer-salesman interaction. The charming Saif Ali khan delivers for the brand, and Kareena does the rest. The story moves forward, and for a moment, I was taken back to Tata Chota Recharge memories and how successive episodes of TVC took the story further. The recharge advantage is shared in another short clip, and the  Tata Binge app offer also gets delivered. Alas, the story shifts totally. Nevertheless, it is smartly done.

     

     

    TEACHER PLAY

    The next set of interplay is between two teachers. The History teacher enacted by Saif Ali Khan comments that Tata Sky ka Tata Play Hona eek historical moment hai. Was that more than necessary or a trap for people to think of Tata taking over Air India. The ad is nice.

     

    The chemistry between the two actors is fabulous. Then it slowly weaves in the Free Service saving in a charming style. And the Netflix offer comes back.

     

     

     

     

    DRIVER- MAID INTERPLAY.

    The third set of scripts has the duo playing as Driver and the Maid. The interaction is still meticulously executed, and both actors deliver on the script. However, the series of messages primarily relate to name change, other than bringing alive the solo mobile viewing and the collective family viewing advantage on Tata Binge.

     

     

     

    DIGITAL INTERPLAY.

    The three different characters suggest selective advertisement placement based on consumer profile data. However, the characters and locations are not so polarized to make the best use of data that the brand and media could have. Maybe I am wrong, and the brand knows something more. However, on the Tata Play channels- all the advertisements continue in a loop.

     

    However, the brand team, creative and production, have done commendable work in keeping it simple, engaging and delivering the message. Love the ads.

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    Tata Play films are also made in regional languages with appropriate celebrities from the zone.. Here is one such film.

     

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    JUST FOR CLICKS.

    Here is one of my favourite communication from Tata Sky – 10 Rupay ka Chota Recharge. Enjoy.

     

  • Executes 24-hour roadblock to drive awareness

    Disney Star helps Tata Sky rebrand to Tata Play

    By Our Staff

     

    Disney Star network executed a 24-hour roadblock for Tata Sky to drive awareness for their recent rebranding campaign as Tata Play.

     

    Said Kevin Vaz, Head – Network Entertainment Channels, Disney Star: “Disney Star is thrilled to associate with Tata Sky at a critical juncture in their 18-year journey, as they rebrand themselves as Tata Play. This 24-hour network roadblock across all the entertainment channels of Disney Star demonstrates the strength of our network and the pivotal role it can play to support brands in their business transformation efforts. Our entertainment network’s rich experience and unparalleled reach of 700 million monthly unique viewers makes us the platform of choice for advertisers to derive the maximum investment value.”

     

    Added Harit Nagpal, MD & CEO, Tata Play: “The 24- hour roadblock on the Disney Star network has helped create massive awareness across India, of Tata Play and its offerings right on Day 1 of the launch. Disney Star teams across various channels worked closely with the Tata Play team and amplified the message through their well-known characters, and created many other value-adds which added further ammunition to the execution. It was an absolute delight to work with Disney Star network who brought all their resources together to provide a seamless execution for this brand transformation campaign.”

     

  • Kareena Kapoor Khan and Saif Ali Khan have been engaged to promote Tata Play

    Tata Sky is now Tata Play

    By Our Staff

     

    Tata Sky –DTH and Pay TV platform has announced its new name and identity, Tata Play, as its business interests grow beyond DTH services.

     

    The new identity has been created by Venturethree, London and the campaign has been designed by Ogilvy India. Kareena Kapoor Khan and Saif Ali Khan have been engaged to promote Tata Play in national markets and actors R Madhavan and Priyamani will be the face of the campaign for the South markets.

     

    Said Harit Nagpal, MD & CEO – Tata Play Ltd: “Tata Sky leveraged its market leadership in its core business to create an ecosystem of content delivery by foraying into OTT and Broadband. We believe it is time for a brand identity that resonates beyond our DTH business. I thank Tata Sons and The Walt Disney Company for backing this business, which over the years has expanded to 23 million households and made our content distribution platform a formidable player in the market.”

     

    Explaining the ethos of the new brand identity, Anurag Kumar – Chief Communications Officer, Tata Play Ltd., said, “The Tata Play brand mark and play mark takes inspiration from the “Tata” mark – borrowing and reinforcing the trust, quality and recognition of India’s most valuable brand. The word “Play” adds youthfulness, ease & simplicity to an already trusted brand. The brand colours pink and purple along with dark blue and white are vibrant, youthful and add distinctiveness to the overall identity. With Tata Play, we promise you Fun, Personalisation, Flexibility, Freedom, Quality, Innovation and Connection. With Tata Play, you Play Better. And entertainment becomes aur bhi Jingalala”