In January this year, one of the leading DTH service providers in India, Tata Sky, underwent a complete revamp. The company has been rebranded to Tata Play. Not only have they got a new name, but they also have got a new, refreshing look which is young and vibrant. Tata Play has provided entertainment to numerous households across the nation over the years. Their previous tagline was – Isko laga dala toh life jingalala. The company pledged to remain true to its slogan, and they have for several years now.
Before we discuss the role of various celebrities in promoting the new brand and what the revamped company has in store, let’s take a look at what the company aims to achieve with its rebranding.
Tata Play: The Aim of the Rebranding
Tata Sky’s transformation into Tata Play is not just a name change; instead, the company has a new identity and direction with the rebranding. The new brand portrays an inclusive entertainment platform that serves as a one-stop solution for all entertainment needs of the Indian audience.
Unravelling the new brand identity, Harit Nagpal, MD & CEO of Tata Play, threw some light on the rebranding, saying that nowadays content is available all over the internet, but the difficulty of viewers lies in the accessibility of content from a single place. Tata Play aims to make content more easily discoverable and accessible from a single source so that it can be easily consumed by the masses.
Speaking on the essence of the new brand, Tata Play’s Chief Communications Officer, Anurag Kumar, commented that the name “Tata Play” is inspired firstly from the brand “Tata”. That way, the company borrows and reinforces the trust, quality, values, and recognition of India’s leading brand. Secondly, the word “Play” has been carefully chosen to depict a range of things such as ease, simplicity, fun, and youthfulness. The brand colours purple and pink paired with white and dark blue enhance the vibrance and uniqueness of the identity.
The Revamp: Entertainment at its Best
OTT platforms provide access to rich content, international as well as domestic. Hence a vast majority of people now prefer consuming content on OTT platforms.
To keep up with the consumer’s expectations, the brand thought of bringing up something unique. Two years ago, they introduced OTT platforms along with their DTH service. The infusion was created by merging the DTH packs and OTT platforms.
And the company experienced efficient growth in their content distribution. Right from the beginning of their service distribution, they successfully spread smiles. Undergoing pivotal evolutions each time have surely upscaled their position in content distribution.
With DTH offers and OTT platforms clubbed into one, the company proves itself to be the best content distribution provider.
Celebrities Taking the Lead to Promote Tata Play
With the massive rebranding, Tata Play has promised to make their subscribers’ lives more jingalala. It has been tremendously challenging to live up to the expectations of what people crave. But the brand has gained massive success in fulfilling their entertainment needs.
The brand before its rebranding has won the hearts of millions of people across India. And Tata Play is carrying its legacy forward, still holding the faith of its existing consumers. he DTH service provider partnered with some of the famous stars in India. Top celebrities like Saif Ali Khan, Kareena Kapoor Khan, R Madhavan, and Priyamani have been roped in to advertise the new offerings with fun and quirky TVCs.
. Their prime aim was to reach out to potential audiences across the globe. In a nutshell, we can say that the brand is leaving no stone unturned to promote the rebranding strategy.
New Packs and Offers of Tata Play
Not only has Tata Play merged DTH and OTT into a single platform, but it also went a step ahead and fused these two in its new range of combo packs.
The Tata Play Binge Combo packs have been introduced where in a single subscription pack, you get the best of TV broadcast channels and unlimited OTT content from 12 OTT platforms plus Amazon Prime Video and Netflix. You can either watch them on the Tata Play Binge app on your mobile or your TV. You can get the Tata Play Binge+ set top box to stream your combo pack or use an Amazon Fire TV Stick – Tata Play edition for other set-top boxes.
As Tata Play has included the OTT giant Netflix in its services, it has introduced special Tata Play Netflix Combo packs where you can enjoy the diverse Netflix library along with DTH channels and content from other OTT apps. And all of these in a single subscription pack.
With carefully thought out branding and promotional strategy, Tata Play’s brand value is expected to skyrocket in no time.