Mumbai: Tata Play, a content distribution platform, has unveiled its latest DTH campaign, ‘Samajhdar Bano, Tata Play Lagao’, reinforcing its position as the smart choice for quality, value-for-money television viewing. Conceptualized and executed by Ogilvy, the campaign employs AI-generated characters—a wise owl and a witty donkey—to simplify Tata Play’s value propositions with humour and relatable storytelling.
At the heart of the campaign lies Tata Play’s Dhamaka Offer, which enables customers to deposit INR 3,600 into their Tata Play account and receive content worth the full amount. The offer also includes complimentary HD set-top box, dish antenna, remote, and free installation, ensuring transparency and maximum value for every rupee spent—with no hidden costs. Viewers can also seamlessly select channels of their choice through the Tata Play Mobile App (TPMA).
Breaking away from traditional advertising formats, the campaign’s AI-led creative approach reflects Tata Play’s innovation-first philosophy, blending technology with entertainment to communicate clearly and engagingly.
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 rolled out nationally across major TV channels and digital platforms, with a focused push in Hindi-speaking markets, Maharashtra, West Bengal, and the southern states. The films—available in multiple languages including Hindi, Marathi, and Tamil—feature the owl and donkey busting common myths about DTH costs, reinforcing Tata Play’s promise of unbeatable savings and seamless entertainment.
Commenting on the creative approach, 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.”
Campaign Films:
