Tata Sky has rebranded as Tata Play as it aims to be more than just a DTH player.
To communicate the change in identity, a campaign has been released featuring Kareena Kapoor Khan and Saif Ali Khan (for the Hindi speaking markets) and R Madhavan and Priyamani (for South India). The campaign was conceptualised by Ogilvy.
Along with the changed identity, the campaign also focussed on Tata Play's newly introduced Netflix Combo packs.
Harit Nagpal, MD and CEO, Tata Play, said, "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.”
Anurag Kumar, chief communications officer, Tata Play, 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 and 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.”
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Watch the film conceptualised by DDB Mudra here