Tata Play

World TV Day

Client
Tata Play
Project
Production
•
Topical branded content
•
Storytelling
•
Brand Awareness
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https://vimeo.com/1140672604

Brief & Insight

On World TV Day, Tata Play sought to remind India of a simple truth: the most meaningful connections happen in living rooms, together, in front of TV screens. While social media claims to connect us, it often isolates us. Television, on the other hand, has quietly remained India’s most powerful social network—bringing families into the same room. Tata Play wanted to reclaim this narrative on World TV Day. Our insight was clear and deeply human: families don’t just watch television; they bond through it. From shared laughter to sudden gasps, from arguments to collective cricket mania, TV creates moments that become memories. And this insight became the core message.

Our Approach

For Tata Play, we decided to craft a warm, nostalgic, and evocative campaign that redefined what it truly means to “be social” today. We developed “Sach Mein… Social Ho Jao”—a gentle but powerful call to step beyond virtual reactions and rediscover the magic of shared, real-world experiences. The film we created for this brand campaign celebrates the living room as India’s original social hub; this is the space where everyday moments become emotional touchpoints, and where television becomes the catalyst for connection. Our narrative captured the beauty of authenticity: families laughing at the same joke, celebrating a big six together, cheering, arguing, and reconnecting. It positions TV as the “original social hub”, and urges the audience to be “Sach mein social” by watching together instead of just scrolling. With a cinematic yet grounded lens, the film honoured television not as just a device, but as an experience that brings people closer. The campaign was rolled out across Tata Play’s digital and social platforms, nudging viewers to reflect on what “being social” truly means in a culture increasingly defined by notifications and virtual interactions.

Key Results

The film struck a chord with viewers across demographics, triggering conversations about togetherness and shared viewing experiences. The film successfully repositioned World TV Day from a symbolic observance to a heartfelt cultural moment, celebrating the living room as India’s truest, most joyful social network. The film garnered 5.4 M views on YouTube and 142,104 likes on Instagram. This thought-leadership piece reinforces Tata Play’s position as a brand that champions real-world connection, over scrolling.

Brief & Insight

On World TV Day, Tata Play sought to remind India of a simple truth: the most meaningful connections happen in living rooms, together, in front of TV screens. While social media claims to connect us, it often isolates us. Television, on the other hand, has quietly remained India’s most powerful social network—bringing families into the same room. Tata Play wanted to reclaim this narrative on World TV Day. Our insight was clear and deeply human: families don’t just watch television; they bond through it. From shared laughter to sudden gasps, from arguments to collective cricket mania, TV creates moments that become memories. And this insight became the core message.

Our Approach

For Tata Play, we decided to craft a warm, nostalgic, and evocative campaign that redefined what it truly means to “be social” today. We developed “Sach Mein… Social Ho Jao”—a gentle but powerful call to step beyond virtual reactions and rediscover the magic of shared, real-world experiences. The film we created for this brand campaign celebrates the living room as India’s original social hub; this is the space where everyday moments become emotional touchpoints, and where television becomes the catalyst for connection. Our narrative captured the beauty of authenticity: families laughing at the same joke, celebrating a big six together, cheering, arguing, and reconnecting. It positions TV as the “original social hub”, and urges the audience to be “Sach mein social” by watching together instead of just scrolling. With a cinematic yet grounded lens, the film honoured television not as just a device, but as an experience that brings people closer. The campaign was rolled out across Tata Play’s digital and social platforms, nudging viewers to reflect on what “being social” truly means in a culture increasingly defined by notifications and virtual interactions.
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Key Results

The film struck a chord with viewers across demographics, triggering conversations about togetherness and shared viewing experiences. The film successfully repositioned World TV Day from a symbolic observance to a heartfelt cultural moment, celebrating the living room as India’s truest, most joyful social network. The film garnered 5.4 M views on YouTube and 142,104 likes on Instagram. This thought-leadership piece reinforces Tata Play’s position as a brand that champions real-world connection, over scrolling.

Brief & Insight

On World TV Day, Tata Play sought to remind India of a simple truth: the most meaningful connections happen in living rooms, together, in front of TV screens. While social media claims to connect us, it often isolates us. Television, on the other hand, has quietly remained India’s most powerful social network—bringing families into the same room. Tata Play wanted to reclaim this narrative on World TV Day. Our insight was clear and deeply human: families don’t just watch television; they bond through it. From shared laughter to sudden gasps, from arguments to collective cricket mania, TV creates moments that become memories. And this insight became the core message.

Our Approach

For Tata Play, we decided to craft a warm, nostalgic, and evocative campaign that redefined what it truly means to “be social” today. We developed “Sach Mein… Social Ho Jao”—a gentle but powerful call to step beyond virtual reactions and rediscover the magic of shared, real-world experiences. The film we created for this brand campaign celebrates the living room as India’s original social hub; this is the space where everyday moments become emotional touchpoints, and where television becomes the catalyst for connection. Our narrative captured the beauty of authenticity: families laughing at the same joke, celebrating a big six together, cheering, arguing, and reconnecting. It positions TV as the “original social hub”, and urges the audience to be “Sach mein social” by watching together instead of just scrolling. With a cinematic yet grounded lens, the film honoured television not as just a device, but as an experience that brings people closer. The campaign was rolled out across Tata Play’s digital and social platforms, nudging viewers to reflect on what “being social” truly means in a culture increasingly defined by notifications and virtual interactions.

Key Results

The film struck a chord with viewers across demographics, triggering conversations about togetherness and shared viewing experiences. The film successfully repositioned World TV Day from a symbolic observance to a heartfelt cultural moment, celebrating the living room as India’s truest, most joyful social network. The film garnered 5.4 M views on YouTube and 142,104 likes on Instagram. This thought-leadership piece reinforces Tata Play’s position as a brand that champions real-world connection, over scrolling.

Brief & Insight

On World TV Day, Tata Play sought to remind India of a simple truth: the most meaningful connections happen in living rooms, together, in front of TV screens. While social media claims to connect us, it often isolates us. Television, on the other hand, has quietly remained India’s most powerful social network—bringing families into the same room. Tata Play wanted to reclaim this narrative on World TV Day. Our insight was clear and deeply human: families don’t just watch television; they bond through it. From shared laughter to sudden gasps, from arguments to collective cricket mania, TV creates moments that become memories. And this insight became the core message.

Our Approach

For Tata Play, we decided to craft a warm, nostalgic, and evocative campaign that redefined what it truly means to “be social” today. We developed “Sach Mein… Social Ho Jao”—a gentle but powerful call to step beyond virtual reactions and rediscover the magic of shared, real-world experiences. The film we created for this brand campaign celebrates the living room as India’s original social hub; this is the space where everyday moments become emotional touchpoints, and where television becomes the catalyst for connection. Our narrative captured the beauty of authenticity: families laughing at the same joke, celebrating a big six together, cheering, arguing, and reconnecting. It positions TV as the “original social hub”, and urges the audience to be “Sach mein social” by watching together instead of just scrolling. With a cinematic yet grounded lens, the film honoured television not as just a device, but as an experience that brings people closer. The campaign was rolled out across Tata Play’s digital and social platforms, nudging viewers to reflect on what “being social” truly means in a culture increasingly defined by notifications and virtual interactions.
Read More

Key Results

The film struck a chord with viewers across demographics, triggering conversations about togetherness and shared viewing experiences. The film successfully repositioned World TV Day from a symbolic observance to a heartfelt cultural moment, celebrating the living room as India’s truest, most joyful social network. The film garnered 5.4 M views on YouTube and 142,104 likes on Instagram. This thought-leadership piece reinforces Tata Play’s position as a brand that champions real-world connection, over scrolling.

Brief & Insight

On World TV Day, Tata Play sought to remind India of a simple truth: the most meaningful connections happen in living rooms, together, in front of TV screens. While social media claims to connect us, it often isolates us. Television, on the other hand, has quietly remained India’s most powerful social network—bringing families into the same room. Tata Play wanted to reclaim this narrative on World TV Day. Our insight was clear and deeply human: families don’t just watch television; they bond through it. From shared laughter to sudden gasps, from arguments to collective cricket mania, TV creates moments that become memories. And this insight became the core message.

Our Approach

For Tata Play, we decided to craft a warm, nostalgic, and evocative campaign that redefined what it truly means to “be social” today. We developed “Sach Mein… Social Ho Jao”—a gentle but powerful call to step beyond virtual reactions and rediscover the magic of shared, real-world experiences. The film we created for this brand campaign celebrates the living room as India’s original social hub; this is the space where everyday moments become emotional touchpoints, and where television becomes the catalyst for connection. Our narrative captured the beauty of authenticity: families laughing at the same joke, celebrating a big six together, cheering, arguing, and reconnecting. It positions TV as the “original social hub”, and urges the audience to be “Sach mein social” by watching together instead of just scrolling. With a cinematic yet grounded lens, the film honoured television not as just a device, but as an experience that brings people closer. The campaign was rolled out across Tata Play’s digital and social platforms, nudging viewers to reflect on what “being social” truly means in a culture increasingly defined by notifications and virtual interactions.

Key Results

The film struck a chord with viewers across demographics, triggering conversations about togetherness and shared viewing experiences. The film successfully repositioned World TV Day from a symbolic observance to a heartfelt cultural moment, celebrating the living room as India’s truest, most joyful social network. The film garnered 5.4 M views on YouTube and 142,104 likes on Instagram. This thought-leadership piece reinforces Tata Play’s position as a brand that champions real-world connection, over scrolling.
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