Anurag Kumar, on Tata Sky to Tata Play

Tata Play’s chief communication officer on the newly revamped model id.

Tata Sky, as a model, has a excessive recall worth. It has at all times labored within the model’s favour to market its DTH and Pay TV companies. Be it the tagline ‘Life Jingalala’ or the celebrity-led communication, the model’s promoting and advertising and marketing has helped it to develop into an important a part of the media and leisure trade during the last 15 years.

Tata Sky not too long ago introduced a change in its identify and id to ‘Tata Play’. However why did the model resolve to surrender on its id that resonated so effectively with the audiences over time?

“Tata Sky was launched in early 2000s. From then until now, the content material consumption trajectory in India has developed fairly a bit. Tata Sky has at all times been synonymous with tv and DTH service. Though we provide merchandise like ‘Tata Sky Binge’ (an aggregator OTT providing), most individuals nonetheless establish the model with simply TV,” Anurag Kumar, chief communications officer, Tata Play, tells afaqs!.

As a result of fast-changing content material panorama, the model was desirous to reposition itself as a spot that gives all types of content material, regardless of the know-how used to distribute it. “The repositioning to the brand new identify ‘Tata Play’ stands for the broader definition of leisure that the model desires to offer to its prospects,” shares Kumar.

Nevertheless, altering its identify that has been helpful for it since its inception, comes with its personal set of dangers. So, what’s going to the model retain on this rebranding course of, and what’s going to change?

Kumar factors out, “The model will retain the issues which have at all times labored effectively for it. Subsequently, one of many issues we’ve got retained is the belief of the ‘Tata’ model. Our danger evaluation exhibits that if we’re capable of land the change efficiently to the purchasers, it’ll truly pay us again greater than what we’ll find yourself dropping with the change.”

The model desires to proceed to offer high quality leisure and continuously innovate to create space for improved companies for its prospects. It additionally desires so as to add parts of youthfulness and enjoyable to the brand new id.

The brand new id has been created by venturethree, London (an unbiased model firm that makes a speciality of model technique and model expertise) and the rebranding marketing campaign has been designed by Ogilvy India.

The temporary given to venturethree, Kumar shares, was to stay true to the present model goal, have a reputation that’s simple to recall and is distinctive, and make the identify journey throughout companies.

venturethree created the model id, taking inspiration from the Tata model itself. It selected a model system that has lived as much as, and gone past, what the model was making an attempt to create.

In accordance with the model, ‘Tata Play’ was chosen, because it builds on the legacy of Tata Sky, and but gives immense potential for development. The phrase ‘Play’ injects youthfulness, enjoyable, ease and ease to the belief and high quality credentials that the Tata model has established in India.

Ogilvy needed to then translate this into communication – each above and beneath the road – to create one thing which is entertaining and lands the message with influence. The temporary to the inventive company was that Tata Play wanted celebrities who would offer a personality to the brand new model identify.

As soon as the best celebs had been chosen, the model needed to provide you with the easiest way to make use of them as a way to convey the message of the modified id. “The promoting goals to entertain the audiences, moderately than simply convey the information of the model altering its identify,” provides Kumar.

Along with these celeb-led advert movies, the model has undertaken an enormous social media marketing campaign. It has engaged with about 230 macro, micro and nano influencers throughout genres to assist it unfold the phrase. RJ Karishma, Awez Darbar, Mahhi Vijj, Hina Khan, Gauahar Khan, Ankita Lokhande, Kishwer Service provider, amongst others, are part of the marketing campaign.

These influencers spotlight completely different communication pegs of rebranding, just like the identify change, Netflix on Tata Play, binge combos, and different particular Tata Play choices.

In 2019, the DTH model had launched ‘Binge’ service on Hearth TV Stick. Then, in 2021, the extension of this OTT content material aggregator service, ‘Binge Cell App’, was launched. The app, obtainable on each Android and iOS, allowed Tata Sky subscribers to entry 12 OTT companies, together with the likes of Disney+ Hotstar Premium, ZEE5, SunNxt, Hungama Play, Eros Now, ShemarooMe, Voot Choose, Voot Children, SonyLIV and CuriosityStream content material for a subscription payment of Rs 299.

Kumar says, “Now, the streaming platform Netflix has additionally been added to the suite of Tata Play’s associate apps.”

The Tata Sky Binge app has been bundled along with TV channels in a single pack, known as ‘Binge Combo Pack’. Folks can now get each TV and OTT apps collectively by paying a single subscription payment.

“We’ve made your complete content material distribution and subscription course of seamless for the shopper. We imagine that it will truly convey large good thing about comfort and be a giant driver for folks to subscribe to the model,” explains Kumar.

Whereas it could be simple to alter the model identify and implement the brand new id throughout all of the digital assets of a model, altering the identify on {hardware}, just like the set-top field, distant and dish, is a sluggish and difficult course of.

Kumar mentions, “As soon as you turn on the TV, your complete person interface that you simply see, is managed by the software program within the set-top field, which is being up to date now.”

So, when the customers work together with the software program and what they may see on the TV display screen or the cell app, would be the new branding. The model is at present not ready to switch the {hardware} (set-top field, distant management or dish antenna) in a buyer’s home, and that will take a while to replace.

“Nevertheless, as new prospects are added and the present ones go for replacements, we (the model) will get the brand new {hardware}, with Tata Play’s branding, put in,” Kumar indicators off.

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