Tata Sky rebrands as Tata Play

The Tata Play Binge combo packs will provide broadcast channels and OTT apps in one integrated pack.

DTH and Pay TV platform, Tata Sky has announced its new name and identity, Tata Play, as its business interests grow beyond Direct To Home services. Tata Play aims to make life more Jingalala for its subscribers by creating a seamless and connected world of entertainment.

“Tata Sky leveraged its market leadership in its core business to create an ecosystem of content delivery by foraying into OTT and Broadband. We believe it is time for a brand identity that resonates beyond our DTH business,” explained Harit Nagpal, MD & CEO – Tata Play. Elaborating further he said, “I thank Tata Sons and The Walt Disney Company for backing this business, which over the years has expanded to 23 million households and made our content distribution platform a formidable player in the market.”

Over the last few years, Tata Sky has cemented its commanding position in the DTH sector. At the core of this rebranding is a change of the company name to Tata Play – the scalable identity that will accelerate the forward momentum of the company and aid further diversification into allied businesses.

Inaugurating the new brand identity, Nagpal, MD & CEO – Tata Play, commented, “I firmly believe that it’s one thing to own content, quite another to make it accessible. Distribution is what makes content easily discoverable for the masses, consumed, and talked about. Our DTH business has a sizeable market share and we’ll continue our endeavour to expand the TV viewing universe. Our Broadband business with 100 per cent fiber network provides impressive speeds, and that’s why we renamed it to 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 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 product and services..."

Tata Play has engaged Kareena Kapoor Khan and Saif Ali Khan for the Hindi speaking regions and R Madhavan and Priyamani for the South Indian regions to promote this offering across all touchpoints.

Commenting on the partnership, Pallavi Puri, Chief Commercial and Content Officer, Tata Play, said, “Tata Play, our refreshed brand, comes with the promise of making entertainment even more Jingalala, and addition of Netflix is a headway in that direction. The Netflix Combo proposition is a first of its kind, where Tata Play subscribers get to choose their favourite TV Channel pack along with Netflix and pay just one bill. For us, the endeavor has always been to simplify content accessibility and delighting our subscribers with the best of both worlds. We welcome Netflix on board as we uncover newer ways of providing a seamless entertainment experience to our viewers.”

Tony Zameczkowski, Vice President for Business Development in APAC at Netflix said, “Our partnership with Tata Play will make it easier for customers to subscribe to Netflix and enjoy high-quality video streaming around India. We look forward to entertaining more Indian entertainment fans with a wide variety of high-quality Netflix shows - from series like Money Heist, Squid Game and Stranger Things, documentaries, stand-ups, kids content, movies like Don’t Look Up and Red Notice, to local content like Dhamaka, Minnal Murali and Aranyak through the Netflix Combos.”

Explaining the ethos of the new brand identity, Anurag Kumar – chief communications officer, Tata Play, said, “The Tata Play brand mark 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 youthfulness, ease & simplicity to an already trusted brand. The brand colours pink and purple along with dark blue and white are vibrant, youthful and add distinctiveness to the overall identity. With Tata Play, we promise you Fun, Personalisation, Flexibility, Freedom, Quality, Innovation and Connection. With Tata Play, you Play Better. And entertainment becomes aur bhi Jingalala”

The new identity has been created by venturethree, London and the campaign has been designed by Ogilvy India. The new brand identity will be promoted heavily across all touchpoints starting today and through the coming months. Actors Kareena Kapoor Khan and Saif Ali Khan have been engaged to promote Tata Play in national markets and actors R Madhavan and Priyamani will be the face of the campaign for the South markets.