Tata Play launches Tata Play Smart App, collaborating with Bollywood actor Rajkummar Rao for its campaign film. The television streaming app has been designed to make the TV viewing experience hassle-free. The new app's user-friendly live TV experience makes it easy to download the app from any Smart TV’s app store, irrespective of whether they currently use a DTH service, cable connection, or no pay-TV service. It also allows viewers to access live channels on their Smart TV, mobile phone, tablet, or laptop, using any Internet connection.
In the campaign film, Rao is seen playing a witty dual role, seamlessly portraying both a father and a daughter. The film highlights the new and smart way of watching live TV. The campaign has been conceptualised and executed by Ogilvy, and directed by Advait Chandan.
Talking about the launch, Harit Nagpal, MD & CEO, Tata Play, said, "The consumer’s core need to watch sports, news and daily soaps live on the big screen as appointment viewing has remained unchanged even as Smart TVs and home broadband have transformed the way content is accessed by connected homes. While DTH continues to deepen its reach across the masses, Tata Play Smart is designed to address the infotainment needs of wired urban homes."
Speaking about his association with Tata Play, Rao adds, “What appealed to me about Tata Play Smart was how it keeps the essence of television intact while adapting it to the way people consume content today. This campaign was unlike anything I’ve done before. Portraying both a father and a daughter in the same frame required me to constantly switch not just appearances, but also mindsets, body language, and emotions. It was creatively challenging, yet immensely gratifying, and gave me the opportunity to explore two very distinct characters. I’m always drawn to stories that entertain while conveying a relatable message, and this campaign does exactly that with a lot of heart and humour.”
Talking about the campaign, Sukesh Nayak, Group Chief Creative Officer - Ogilvy India, said, “The way we watch TV inside the house is really different between generations. That's the conflict we wanted to bring to life with an argument between a father and daughter over what happened to the Tata Play connection. The argument concludes with the realisation that the daughter has just made the dad smarter by introducing him to the Tata Play Smart app.”
Subscribers can choose a monthly plan of their choice, starting at ₹199 per month. Tata Play Smart app is available on Samsung, Android TV, VIDAA, Google TV and FireTV, as well as Android and iOS mobile and tablet devices.
