Tata Sky rebrands itself as “TATA PLAY”. It is now not only limited to provide door to door DTH services. The reason behind this change is probably that its business is growing and to get more success they have changed the brand and its identity.
The creation of new brand identity has been done by a global brand company in London named Venturethree. Also, the campaign has been designed by an Indian company named Ogilvy India.
Going into views Harit Nagpal, the CEO and the Managing Director of Tata Play said that “Tata Sky leveraged its market leadership in its core business to create an ecosystem of content delivery by foraying into over-the-top (OTT) and broadband. We believe that it is time for a brand identity that resonates beyond our DTH business”. Adding more to that he also said, “I thank Tata Sons and Walt Disney Company for backing this business, which over the years expanded to 23 million households and made our content distribution platform a formidable player in the market.”
Saying about the new brand identity, Harit Nagpal, MD, and CEO of Tata Play ltd elaborated, “ Our DTH business has a sizeable market share and we’ll continue our endeavor to expand the TV viewing universe. Our Broadband business with a 100% fiber network provides impressive speeds, and that’s why we renamed it Tata Play Fiber. In the last few years, OTT has become mainstream which led us to create an aggregator app called Tata Play Binge – which today hosts content from 13 leading OTT apps through a single User Interface while offering the flexibility of single subscription and payment. We recently announced the Tata Play Binge Combo Packs – an inventive bundled offering that, for the first time, is providing the best of broadcast channels and OTT apps in one integrated pack, making entertainment consumption further consumer-friendly. Today, we also welcome Netflix to our family. Plus, we are making service visits free for all customers starting today, and our de-active DTH customers can continue to recharge and get restarted on the platform with No reconnection charges. The name Tata Play thus signifies our expanded range of products and services. The new brand identity is an outcome of our desire to be future-ready while making tomorrow better than today for homes and families.”
The chief communications officer of Tata Play Ltd, Anurag Kumar, said that “the Tata Play brandmark and play mark takes inspiration from the “Tata” mark borrowing and reinforcing the trust, quality, and recognition of India’s most valuable brand. The word “play” adds ease, youthfulness, and simplicity to an already trusted brand. The brand colors pink and purple along with dark blue and white are vibrant, and youthful and add distinctiveness to the overall identity. With tata play, we promise you fun, personalization, flexibility, freedom, quality, innovation, and connection. With tata play, you play better. And your entertainment becomes aur bhi “JINGALALA”.
The new brand identity will be promoted all over the globe by various mediums in the coming months. Actors Kareena Kapoor Khan and Saif Ali Khan have been approached to promote Tata Play in the national markets. Along with that actors like R Madhavan and Priyamani have been engaged to promote the Tata Play campaign in southern regions of India.