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Tata Play Launches Smart App Film With Rajkummar Rao In A Dual Role

Ad Tribe! Bureau2 min read
Rajkummar Rao plays the father in the Tata Play Smart launch film, standing in a green living room mid-argument

Tata Play has launched Tata Play Smart, a live television app that needs no set-top box, dish antenna or wires, with a launch film starring Rajkummar Rao in a dual role.

  • Product: Tata Play Smart, 500 plus live channels over home broadband
  • Price: plans from Rs 199 a month for the household, per Tata Play
  • Agency: Ogilvy
  • Director: Advait Chandan

What Tata Play Smart Actually Changes

The hardware. Tata Play states the app can be downloaded straight from a smart TV's app store by anyone, with or without an existing DTH or cable connection, and opened on a phone, tablet or laptop on any internet connection.

What it deliberately does not change is the interface. Channel numbers, a programme guide and remote-friendly controls are all kept, which is the point: the company is not asking a DTH household to learn a new way of watching, only to drop the dish.

The Argument At The Centre Of The Film

Rajkummar Rao plays both halves of it. The father discovers the connection has changed; the daughter has installed the app and removed the box, the dish and the wires. The exchange runs on the gap between how two generations in the same house expect television to arrive.

Sukesh Nayak, Group Chief Creative Officer at Ogilvy India, said the conflict was the starting point, and that the argument ends with the father realising the daughter has made him smarter.

Why The Category Is Moving Here

Harit Nagpal, Managing Director and Chief Executive Officer at Tata Play, framed the launch as addressing wired urban homes while DTH continues to deepen its reach across the mass market. That is a split audience, and the app is the answer to only one half of it.

The underlying bet is that appointment viewing of sport, news and daily soaps on the big screen has not gone anywhere, and that what has changed is only the pipe it arrives through. If that holds, the competitive question is not whether a household wants live TV but who owns the app it opens to get it.

More campaign coverage on Ad Tribe.

#Rajkummar Rao#Ogilvy India#Connected TV#brand films#Tata Play
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