Tata Play unveils ‘Sirf Lage Mehenga’ campaign

Tata Play, one of India’s leading Direct-to-Home (DTH) providers, has launched its latest campaign, ‘Sirf Lage Mehenga’, introducing Super Value Packs designed to deliver premium entertainment at affordable prices. Starting at just Rs.299, these packs cater to the varied preferences of every family member, providing a seamless blend of quality and value.

The campaign, conceptualized by Ogilvy, humorously dispels the notion that DTH services are expensive. Through a series of parody films, it showcases how Tata Play offers world-class entertainment across genres like general entertainment, sports, movies, news, music, devotional content, and kids’ programming—all without compromising on quality, the platform said in a press release.

The films highlight tense situations that are humorously resolved, emphasizing the joy of affordable yet premium television entertainment. The multilingual campaign aims to connect with diverse audiences across India, with regional adaptations in Marathi, Bengali, Tamil, Telugu, and Kannada.

The Hindi Super Value Pack begins at Rs.299, offering a wide variety of content tailored for families. Regional packs start as low as Rs.255, ensuring viewers from different linguistic backgrounds can access high-quality programming.
• Budget-friendly pricing with premium content.
• Extensive coverage of genres for every family member.
• Easy customization through Tata Play’s website, mobile app, or local dealers.

The ‘Sirf Lage Mehenga’ campaign will be promoted extensively on television and digital platforms, ensuring maximum reach. Two films will be released in the coming days, reinforcing Tata Play’s commitment to delivering unmatched value.
Viewers can explore the campaign’s engaging films on Tata Play’s YouTube channel: ‘Doctor Marathi 20’, ‘Bomb Squad Bengali 20’, ‘Tamil Thailava 269’, ‘Doctor Telugu 20’.

Subscribers can change or select packs effortlessly via the Tata Play website or the Tata Play mobile app. Regional dealers are also available to assist customers in availing of these Super Value Packs.

This new initiative cements Tata Play’s position as a value-driven entertainment provider, bridging quality content and affordability for households across India.

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“This initiative will empower subscribers to pay online and subscribe to the channels they want to watch and get it activated on their TV sets in real-time without any delay. Without needing to undertake any software development, LMOs can approach Mobiezy for their pre-built and pre-integrated solution that uses NXTDigital’s news APIs and can be up and running with their own mobile apps within just a few days.”

RU Ediriwira, Group CTO, NXTDigital Limited

“With the launch of Partnership for Growth 3.0 we intend to expand our network with 40 new NXTHUBs, each offering up to 650 live TV channels and broadband. Our efforts are focused on harnessing the convergence of technologies, developing robust apps and creating new business models that will help the overall ecosystem, delivering the best experience to our subscribers. We hope to achieve a stronger foothold in the rural regions of the country and grow our subscriber base.”

N.K. Rouse, COO, NXT Digital Ltd

“One of the key principles of the Hinduja Group is ‘Partnership for Growth’. After 2.0 saw the launch of HITS to connect LMOs in even the most remote locations through the only satellite-based cable TV platform in India; 3.0 focuses not just on strengthening the overall ecosystem we have built, but harnessing the convergence of technologies – to be delivered through a national network of NXTHUBs. Video and broadband are only the beginning of the digital highway of services that we have developed for roll-out backed by a robust suite of innovative apps developed by service providers exclusively for our LMOs and subscribers.”

Vynsley Fernandes, MD & CEO, NXTDigital Limited

“Wireline broadband is becoming ever more important not only in connecting homes across the country but also small to large enterprises-to the digital economy. The NXTHUBs will be the perfect point-of-presence to offer broadband services to cater to these consumer needs.”

Yugal Kishore Sharma CEO, ONEOTT Intertainment Limited

Amazing and grim battle for survival. Guess it will end up in Supreme Court. All that NCLT asked Zee to do was to file a reply to Invesco petition for a EGM. Now this is getting too serious. So far Invesco has been hammered for demanding an EGM. What is Zee upto? Ofcourse my lawyer community knows better!

Ashok Mansukhani, Corporate Law and Media Law Advocate at Ashokmansukhani Associates

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Tata Play unveils ‘Sirf Lage Mehenga’ campaign

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