One of India’s biggest platforms for content distribution, Tata Play (formerly known as Tata Sky), has celebrated 16 glorious years since its inception. Tata Play has a community of dedicated subscribers, and as a way to express its appreciation, it launched the #16YearsOfTataPlay Campaign, which showcased the wonderful journey they have been through together.
Tata Play is a significant content distribution platform in India, including Pay TV and OTT services. Tata Play was one of the first Direct to Home operators to provide customized channel packs and ala-carte channels, along with multiple products and platform services that helped alter its customers’ content consumption and watching experiences.
Tata Play has gone through an incredible journey over the past 16 years, from being a leader in the DTH sector to increasing its presence and becoming the most sought-after OTT aggregator platform.
Making Tomorrow better than Today has always been the brand’s guiding principle. Tata Play published a #16YearsOfTataPlay to celebrate this happy occasion. The short clip effectively depicted the journey of a cake box from the facility across Indian roadways to the homes of its most cherished and devoted subscribers who have supported the brand through thick and thin. Ogilvy designed and produced the campaign video, which Chimp&Z Inc. then digitally enhanced.
Anurag Kumar, Chief Communications Officer at Tata Play, commented on the event by saying, “2022 has been a remarkable year for us. From Tata Sky, we became Tata Play. We ventured into home security, and with Tata Play Binge, we are extending into OTT. Despite the brand’s change, we wanted to express to our long-time subscribers that we are grateful for them on our 16th anniversary and that our emotional bonds with them are still strong. Everyone on our social media channels has shown the video a huge amount of love, and the numbers speak for themselves.
In terms of engagement numbers, the campaign has achieved a total reach of 13.1 million+, 15.5 million+ impressions, and 7.9 million+ engagements. Not only this, but the campaign also got congratulations and love comments from other entertainment businesses that have progressed with Tata Play throughout the wonderful 16-year journey. With their happy words and humorous greetings, Netflix India, Tata Motors, Titan, ZEE, Paytm, Colours Infinity, Chroma, Shemaroo, Tanishq, Hungama Play, and other companies joined the celebration.
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