Tata Play’s Rebranding Strategy: Promotions, Marketing and More

Any business operating in an industry needs to have a differentiating factor that makes for its USP. Tons of companies run their businesses, but those that survive and grow continually change as per the market and changing consumer demands.

The DTH industry is also crammed with organisations providing different services and products. Some are good, and then some totally change the definition of entertainment – Tata Play, formerly known as Tata Sky, falls in the latter category.

Tata Play, one of India’s leading DTH service providers, aims to grow its business interests beyond its Direct to Home services and provide wholesome entertainment to its subscribers.

The Rebranding Idea

With interests expanding to OTT and Broadband, the time had come for a unified identity that would help scale up Tata Play’s position in overall content distribution while allowing them to add new business opportunities in the future. That justifies its venture to strengthen the platform’s OTT services that it has been providing for the past two years besides carrying on the DTH services.

OTT has taken the form of mainstream entertainment, so Tata Play wants to ensure that it aligns with the new digital changes while sticking to its core business values at the same time. With next-level features, the brand focuses on elevating the viewing experience of its consumers.

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Tata Play: Reimagining the Brand

Tata Play constructed the idea into a whole new brand with the help of several creative partners such as Venturethree and Ogilvy. As explained by the Creative Director of Venturethree, Tata Play’s new brand icon signifies both ‘play’ and the idea of progress and betterment. The idea is to rejuvenate the brand with a bold and fresh attitude to make entertainment better in Indian households.

Promotions and Marketing

The tag of the brand Tata is itself a significant promoting factor of Tata Play. Moreover, its legacy of the past 15 years also counts. However, the company conducted countrywide brand promotion to make people aware of the new range of offers and services that come with the rebranding. It partnered with Kareena Kapoor Khan and Saif Ali Khan for the national market. For marketing in the South market, it chose Priyamani and R Madhavan.

Binge Combo packs–TV channels and Popular OTT apps in one Combo pack

Tata Play Binge Combos are the first of their kind bundled offerings and are your entertainment passport across TV and OTT worlds! They combine your favourite TV Channels with 12 OTT Apps in one simple and affordable combo. Now, you don’t have to spend time managing multiple subscriptions because Tata Play will do it for you. You can choose from a variety of combos, providing the best entertainment across multiple languages. So much quality content will give you a hard time choosing what to watch.

Another significant change has been the addition of Netflix to the already-existing OTT platforms such as Amazon Prime Video and Disney+Hotstar. Other services like Service Free Visits and No Reconnection charges give you all the more reasons to choose Tata Play as your entertainment provider if you already haven’t done so.

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Make Your Life a Little More Jingalala

If you have been a Tata Play subscriber, you know how the brand has shaped your views on entertainment over the years. With the newly-added features and services, things get better. The Binge+ set top box offer will enhance your family’s entertainment experience by making everything easy, better and fun.

Heana Sharma

Heana Sharma: A rising talent, Heana boasts 2 years of versatile content writing experience across multiple niches. Her adaptable skills result in engaging and informative content that resonates with a wide spectrum of readers.

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