The Conception of Tata Play

The Conception of Tata Play

At Tata Sky, we have traversed an amazing journey over our 15 years of existence, becoming the leader in the DTH business, a category we had pioneered.We are one of the largest Pay TV providers in the world by number of Pay TV subscribers, with 22.2 million subscribers as of March 31, 2022, according to the MPA Report. 

With interests expanding to OTT and Broadband, the time had come for a unified identity that would help scale up our position in overall content distribution, while allowing us to add new business opportunities in the future.

Meet Tata Play, the new name chosen which builds on the legacy of Tata Sky and yet offers immense potential for growth. Play injects youthfulness, fun and ease & simplicity to the massive trust and quality credentials of the Tata brand, which by itself is the most valuable brand in India.

The next step was to bring Tata Play to life. Our brand partners, venturethreecreated the entire brand identity, taking inspiration from the Tata brand itself, while choosing a brand system that has lived up to and gone beyond what we were trying to create.

Our creative agency, Ogilvy & Mather India, then translated this into communication - both above the line and below the line creating something which is memorable, entertaining by itself and landing the message with impact. 

Elaborating the creative process, Anurag Kumar, Chief Communications Officer of Tata Play Ltd., said, “To work on something like this is a marketer’s dream while also being a tremendous challenge to live up to. We wanted to shape an identity that speaks to people, is instantly relatable and can grow and mould with the rapidly changing ecosystem. We wanted to retain our core values but ensure that our new identity would be future proof. We are glad that we have been able to create something we are truly proud about. I would like to thank our various creative partners, especially venturethreeand Ogilvy for bringing the Tata Play idea to market.”

Regine Stefan-Aboud, Creative Director & Partner at venturethree, added, “It’s been an honour to work with such a well-respected and much-loved Indian brand. We had the exciting opportunity to reimagine the brand like you’ve never seen it before – young, vibrant and dynamic. Taking inspiration from the Tata masterbrand, we created a new brand icon for Tata Play that represents both ‘play’ and the notion of progress and betterment. Our goal was to create a brand with a fresh and bold attitude – that’s ready to make life at home better through digital innovations – whilst retaining all the warmth and quality you’d expect from a Tata brand.”

Sukesh Nayak, Chief Creative Officer, Ogilvy India said,“Tata Sky is a much-loved brand that has brought so much fun to millions of people across India. So, when the time came to carry on the fun and add to the excitement under our new name - Tata Play, we chose to narrate the story of the same with an idea that is also full of fun. Partnering with Kareena and Saif for National market and Priyamani and Madhvan for South Market, we created not one but multiple roles, roles in which they we will entertain our audiences in the time ahead.”