Tata Play makes choosing new packs a childs play

A Seamless and smooth transition as easy as 1-2-3

Mumbai, 30 January 2019: Tata Play, India’s leading content distribution platform launched their subscriber communication campaign to educate subscribers about the seamless process of changing packs according to the new pricing regime. The campaign #Ab123kardaalatohlifejingalala is a series of 3 ad films that highlight how Tata Play makes choosing subscribers’ favourite channels a child’s play that can be accomplished in steps 1,2,3.

The films draw similarities between the tasks for toddlers to changing your channel packs both of which are perceived as cumbersome. Through the toddlers in the ad film, Tata Play explains how it is a matter of just 3 simple steps to choose packs under the new pricing regime.

1 – Select Pack

2 – Match Budget

3- Confirm Pack

The first ad has a toddler in a walker, having fun spinning around. The baby explains how spinning around is fun but also can be a headache but choosing your favourite packs are not at all a headache. In fact, it is as simple as steps 1,2,3 on her mobile.

The second ad has a toddler eating breakfast with ‘kaddu’ pumpkin puree all over his face. The baby grumbles how adults are lucky as they can choose their own food and also their favorite channels & packs by simply following the 1,2,3, steps on the Tata Play Mobile App.

The third film has a baby in diaper holding the rail of her cradle with a troubled expression. She then is relived when she says “It’s done (Ho Gaya). Now its diaper changing time. It is also time for you all to select your channels & packs”. After a brief false alarm on passing just gas, the baby continues to explain how after the simple steps of 1,2,3. She urges you to take help from their nearest dealer or visit the Tata Play Mobile App.

Sukesh Nayak, Chief Creative Officer, Ogilvy India - West said, "Tata Play has always endeavoured to deliver quality entertainment in a simple manner. So, when the recent ruling change with respect to channel packs and price was announced, we ensured the process was as easy as child’s play for all Tata Play subscribers. The creative idea was literally built on the product promise.".

The 3 ad films have gone live on digital first and on Tata Play’s default Ch.100
Click below for the ad films:

Creative Team

Sukesh Nayak, Kainaz Karmakar & Harshad Rajadhyaksha - Chief Creative Officer, Ogilvy India (West)
Nishant Pratap – Group Creative Director, Copy
Pratheeb Ravi – Group Creative Director, Art
Soumen Nath – Associate Creative Director, Art

Planning Team

Priyanka Nair – Sr. Planning Director

Production House

BANG BANG - India's International Production Company

Director

Ryan Mendonca

Produced by

Roopak Saluja & Kareena Dalal

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.

PR Contacts

Tata Play
Nida Paloba – nida.paloba@tataplay.com
Aditya Ravi – Aditya.ravi@tataplay.com
Genesis Burson Cohn & Wolfe
Alina Zafar | alina.zafar@genesis-bcw.com | 8960789372
Priya Shetty | priya.shetty@genesis-bcw.com | 7303509910