Smart Promotional Strategy: A Glance at Tata Play’s Rebranding

Marketing and promotional strategies are meticulously chalked out by a company to influence the target audience and convert them into loyal customers. Along with the quality of products and services a company provides, brand promotions and go-to-market strategies play a crucial role in its success.

Cut-throat competition in the DTH industry makes it hard for brands to make their mark. However, tactful promotions can change things for the better for any brand. One of India’s prominent DTH service providers recently rebranded itself and revamped its existing and new offerings. Yes, Tata Sky is now Tata Play. With the new identity, the company aims to establish itself as a comprehensive content distribution platform. The rebranding helps them go beyond DTH services and provide broadcast TV-OTT bundled packages.

Tata Play is carrying out large scale promotions across all touchpoints to promote the new brand identity and market its services.

Let’s take a look at the rebranding and the promotional strategies of Tata Play.

Tata Play: The Solid Rebranding Strategy

The rebranding strategy is backed by the company’s aim to establish itself as a go-to place for all entertainment enthusiasts across the country. Tata Play understands the changing ecosystem of Indian entertainment and how people’s choices when it comes to content consumption have evolved over the years. With its new identity, Tata Play has introduced new pack bundles, OTT services, next-level tech features, and unparalleled customer services. The masterstroke, however, is the inclusion of Netflix in its bouquet of offerings.

Venturethree and Ogilvy India assisted Tata Play in the whole rebranding exercise. Venturethree’s Regine Stefan-Aboud, explaining the new brand identity, said that the logo represents ‘play’ along with progress and betterment. The new brand identity will carry a fresh and bold attitude to make entertainment better and easier through digital innovations.

Explaining the word “Play” in the brand name, Tata Play’s Chief Communication Officer, Anurag Kumar said that the “Play” adds fun, ease and simplicity to the brand. He further stated that Tata Play promises freedom, quality, personalisation, innovation and more.

The Unique Promotional Strategies

• PR push: The company has done extensive PR on the rebranding with press releases and series of interviews of the leadership team on all leading publications and news agencies. With a series of 3 press releases on its website, Tata Play narrated the whole story of the rebranding. The press releases discussed everything from combo packs to changes in services to new visions and whatnot. The company made sure that there was no loophole in spreading the new brand identity.
• TV Commercials: Being at the forefront of the television industry, Tata Play is leveraging the power of TV commercials by running a series of quirky commercials. The playful ads featured Bollywood stars Saif Ali Khan and Kareena Kapoor Khan for the Hindi speaking markets and Priyamani and Madhavan to cater to the south markets.
• Social Media Platforms: Tata Play is running ad campaigns widely across all the major social media platforms. Given the popularity of social media channels, they have surely become mainstream for brand promotions.

Entertainment aur bhi Jingalala

With Tata Play, entertainment is sure to reach new heights. It will uplift the viewing experience of users with varied content from broadcast TV and OTT. . Get your Tata Play DTH connection and be a part of the change.

Kenneth

Kenneth is a proud native of sydney, born and raised there. However, he pursued his education abroad and studied in Australia. Kenneth has worked as a journalist for almost a decade, making valuable contributions to prominent publications such as Yahoo News and The Verge. Currently, he serves as a journalist for The Hear Up, where he focuses on covering climate and science news. You can reach Kenneth at [email protected].