The campaign, titled ‘Samajhdar Bano, Tata Play Lagao’, combines witty AI characters with clear messaging to highlight pricing, value, and entertainment choices.
Tata Play has launched its latest DTH campaign, ‘Samajhdar Bano, Tata Play Lagao’, blending humor, AI innovation, and relatable storytelling. Conceptualised by Ogilvy, the campaign features two AI-generated characters – a wise owland a witty donkey – who break down Tata Play’s value propositions through playful banter, addressing common misconceptions about DTH costs.
The core message is simple: Tata Play delivers unmatched value for every rupee spent. With an upfront deposit of ₹3,600, subscribers receive content worth the full amount, along with an HD set-top box, dish antenna, remote, and installation at no extra cost. The campaign also highlights the Tata Play Mobile App (TPMA), which enables users to select and manage channels effortlessly.
Krishnendu Dasgupta, Head – Marketing Communications, Tata Play, said, “This campaign is anchored in a simple insight – people seek clarity over clutter when it comes to entertainment. Through our quirky owl and witty donkey, we wanted to make decision-making effortless. The use of Gen-AI tools reflects our commitment to authentic storytelling through innovation.”
The ATL campaign has rolled out nationally across major channels and regions, including Hindi-speaking markets, Maharashtra, West Bengal, and the southern states, with digital and social media amplification ensuring wide reach.
Sukesh Nayak, Chief Creative Officer, Ogilvy India, added, “Choosing Tata Play is smart because it delivers the best value for money. We used a donkey and an owl to make this advice fun, relatable, and memorable. After all, the smart choice is always Tata Play.”
