Tata Play has unveiled its latest DTH campaign, Samajhdar Bano, Tata Play Lagao. The campaign employs AI-generated characters, an owl and a donkey, to simplify Tata Play’s value propositions for consumers.
Conceptualised and executed by Ogilvy, the brand films address common consumer confusions around DTH pricing. With their signature quirks, the owl and the donkey bust common myths about hidden costs in a direct-to-camera moment.
Speaking about the campaign, Krishnendu Dasgupta, Head – Marketing Communications, Tata Play, said, “This campaign is anchored in a simple yet powerful insight — when it comes to choosing their entertainment they want to watch, what people truly seek is clarity over clutter. While the choices are many, the confusion is even more. Through a light-hearted, relatable moment, our quirky owl and witty donkey step in as trusted guides, making the decision-making process feel effortless.”
He further added, “The campaign has been crafted with an innovative use of Gen-AI tools, seamlessly integrating it into the storytelling that Tata Play advertising is associated with. This approach reinforces our commitment to delivering authentic and engaging narratives through cutting-edge technology.”
The ATL campaign has gone live nationally, spanning key channels and genres, with a focused rollout across Hindi-speaking markets, Maharashtra, West Bengal and all the four southern states. The campaign is also being amplified across digital platforms and social media.
Talking about the creative process, Sukesh Nayak, Chief Creative Officer, Ogilvy India, said, “It’s smart to choose Tata Play because it has the best value for money offer and packs to help you truly maximise your entertainment. And to share this smart advice we took a fun, witty approach of using a donkey and an owl to be our spokesperson to enlighten people and help them make the smart choice. Because smart is the one who chooses Tata Play, like an owl and even a donkey.”
