Tata Play has rolled out a campaign, ‘Samajhdar Bano, Tata Play Lagao,’ (Be wise, Get Tata Play), introducing the Tata Play - Dhamaka Offer.

Conceptualised by Ogilvy, the Gen-AI-enabled campaign comprises four films. The campaign introduces two AI-generated characters—a wise owl and a witty donkey—who personify clarity and confusion. Through humorous and clever banter, the duo directly engages the audience, breaking down the brand’s value proposition in a fun, relatable way.

What we think about it: The witty campaign cleverly brings the brand’s message to life through two AI-generated characters and uses humor and playful banter to break down the brand’s value proposition in a way that’s both entertaining and easy to understand. With sharp writing and creative hooks, the campaign makes complex ideas feel simple and leaves a lasting impression.

Sukesh Nayak, chief creative officer, Ogilvy India, said, “It’s smart to choose Tata Play because it has the best value for money offer and packs to help you truly maximise your entertainment. And to share this smart advice, we took a fun, witty approach of using a donkey and an owl to be our spokespersons to enlighten people and help them make the smart choice. Because smart is the one who chooses Tata Play, like an owl and even a donkey.”

Krishnendu Dasgupta, head – marketing communications, Tata Play, said, “This campaign is anchored in a simple yet powerful insight — when it comes to choosing their entertainment they want to watch, what people truly seek is clarity over clutter. While the choices are many, the confusion is even more. Through a light-hearted, relatable moment, our quirky owl and witty donkey step in as trusted guides, making the decision-making process feel effortless. The campaign has been crafted with an innovative use of Gen-AI tools, seamlessly integrating it into the storytelling that Tata Play advertising is associated with. This approach reinforces our commitment to delivering authentic and engaging narratives through cutting-edge technology.”