Tata Play aims to increase awareness in South India with its 'Jinga Jinga Jingalala' campaign

Launches campaign in four South Indian languages addressing varied needs that DTH fulfils

Mumbai, 24 July 2019: Tata Play, India’s leading content distribution platform launched its latest campaign in Kannada, Tamil, Telugu and Malayalam languages to communicate its advantages/superiority over cable in the market. The campaign titled, ‘Jinga Jinga Jingalala’ focuses on how easy and convenient it is to choose Tata Play to fit an individual’s budget and content needs. With this campaign, Tata Play attempts to bust the myth of being expensive by introducing tailor-made packs starting at a price as low as Rs. 199/ per month, with an eye to increase and consolidate acquisitions in the South.

Through the campaign, Tata Play urges customers to make that all important and long impending move from cable to DTH. A pioneer in innovation and a known leader in technology, Tata Play is by far the most Trusted Brand in its category and is a superior service provider offering a plethora of additional value added services at the same cost as any other cable operator. Providing the best & maximum regional services at an affordable cost, the campaign highlights the brand’s efforts to strengthen its reach in Southern markets.

Anurag Kumar, Chief Communications Officer, Tata Play said, “So far, people here believed that DTH is an expensive choice & deprived themselves of the quality and innovative services. The recent TRAI channel pricing regime has provided parity in price giving us an opportunity to provide subscribers with quality entertainment using easy and simple steps at an affordable price. Therefore, via this campaign we are not only breaking the myth on pricing, we are also urging people to Not compromise on the ease and advantages that Tata Play brings to life.”

He further said, “Tamil Nadu/ Karnataka / Kerela/ Andhra Pradesh & Telangana has a huge TV viewing audience that have not yet moved to Digital platforms. The scope & potential to increase our reach in these markets is immense and we hope to educate them with this campaign.”

Speaking on the new campaign, Sukesh Nayak, Chief Creative Officer, Ogilvy & Mather said, “The campaign idea originated from an observation about our childhood. Right from our childhood days we always had a healthy fear of our father, especially when we were doing something that was out of line. Using this observation, we establish the fact that buying Tata Play is not out of line and the father will approve of it."

With an objective to connect with viewers and address all relevant concerns, this is a 360-degree campaign that will be communicated using high reach and high impact mediums across ATL, BTL and Digital. Tata Play has found a way to make life Jinga Jinga Jingalala this time!

Campaign Links:

Tamil (With Subtitles) : https://youtu.be/sxcFn-vRFw0
Telugu : https://youtu.be/Wh7BTYheh4I
Kannada : https://youtu.be/EzeHefIOHQc
Malayalam : https://youtu.be/Gwri-aWxa1Y

Creative Agency: Ogilvy

About Tata Play:

Tata Play Limited ('Tata Play') is a joint venture between the Tata Sons and 21st Century Fox. Incorporated in 2001 and launched services in 2006, Tata Play is India's leading content distribution platform providing Pay TV and OTT services. With the objective of connecting to the best content in the world on any budget, any screen, anytime and anywhere, Tata Play was the first to launch multiple products and services that redefined the subscribers viewing experience in the country. Tata Play has been a pioneer in the HD Set top box segment having significant market share in the category. It has been continuously adding new channels and platform services across various genres and languages to beef up its content offering to cater to all segments of the audience. Tata Play currently has its footprints spread across 2 lakh towns with over 18 million connections in India.

For more information on Tata Play, visit qa-portal.tataplay.com & watch.tataplay.com