Tata Play has launched its new DTH campaign, ‘Samajhdar Bano, Tata Play Lagao’, created by Ogilvy. Featuring AI-generated characters — a wise owl and a witty donkey — the campaign uses humor to highlight Tata Play’s value, clarifying misconceptions about DTH costs.
For an upfront deposit of ₹3,600, subscribers receive full-value content, an HD set-top box, dish, remote, and installation, along with the Tata Play Mobile App for easy channel management.
Krishnendu Dasgupta, Tata Play’s Head of Marketing Communications, said the campaign combines clarity, innovation, and relatable storytelling using Gen-AI tools. The campaign is running nationally across TV, digital, and social media, with Sukesh Nayak, Ogilvy India CCO, adding that the owl and donkey make the brand’s value proposition fun and memorable.