Tata Play’s latest campaign blends character-based storytelling with generative AI to create a charming, relatable mascot designed to engage audiences across every touchpoint.
Tata Play, the content distribution platform, has unveiled Coco, an AI-assisted puppy mascot who will represent the brand across television, digital, app interfaces, and customer communication channels. Developed in partnership with Ogilvy and Aesthetic Intelligence Labs, Coco was created through a generative AI-powered creative workflow covering character design, narrative development, and campaign production.
Coco embodies Tata Play’s core attributes – charming, curious, and clever – and is designed to strengthen the brand’s visual identity while adding consistency and emotional resonance to its messaging. This initiative also showcases how AI-augmented systems can deliver character-driven storytelling at scale.
Though initially conceptualized using traditional animation techniques, Coco’s production leveraged a hybrid pipeline of over 15 AI tools, combining handcrafted animation with generative models, motion engines, and custom visual logic frameworks. To ensure consistency in textures, expressions, and emotional nuance, the team created a dataset of over 8,000 frames, allowing AI to faithfully reproduce Coco’s full range of movements and emotions.
Krishnendu Dasgupta, Head – Marketing Communications, Tata Play, said,
“At Tata Play, innovation is always driven by the goal of making the customer experience simpler and more impactful. Using generative AI at this scale helps us deliver faster, more consistent, and creatively distinctive storytelling. Coco allows us to stay relatable and memorable as we meet audiences across shifting platforms and formats.”
Sukesh Nayak, Chief Creative Officer, Ogilvy, added,
“Coco was unanimously chosen as the perfect identity for Tata Play – a reliable, friendly presence always there when you need it. Through short, 20-second stories, Coco brings joy while naturally showcasing the platform’s features and benefits.”
Carol Goyal, Executive Director, Aesthetic Intelligence Lab, emphasized,
“Coco represents the perfect fusion of artistry and AI. By leveraging generative technology and custom-trained datasets, we’ve pushed the boundaries of design fidelity and emotional depth, creating scalable narratives that remain authentic and deeply engaging.”
Through this initiative, Tata Play sets a benchmark for how technology and creativity can combine to deliver humanised, emotionally engaging brand communication, turning Coco into a mascot designed to evolve with changing media consumption and keep Tata Play top-of-mind for consumers.
