Tata Play Binge has unveiled its latest digital campaign titled “India Is Now Bingeing”. The brand is taking a comprehensive approach, implementing a consumer-focused digital campaign in an engaging vox pop format, led by the fun and lively host and social media sensation, ‘Urmila Lawekar’. This vox pop will offer data-driven insights into the current binge-watching trends in both urban and rural India, decoding consumer bingeing habits.

To further connect with online viewers, Tata Play Binge will leverage the power of meme marketing, presenting viral creatives that resonate with the audience.

The campaign’s core objective is to emphasize Tata Play Binge’s key features, including ease of content discovery, the convenience of accessing 25+ apps through one unified platform, and a single payment gateway, eliminating the hassle of multiple subscriptions, Financial Express reported.

To make bingeing discussions more relatable and to include Bollywood enthusiasts, the brand introduces an exciting celebrity-led talk show called ‘Tata Play Binge presents Now Bingeing.’ Created in collaboration with Anupama Chopra and Film Companion, this snackable short-format series will feature popular Bollywood stars discussing their bingeing habits and favorite shows. Hosted by Anupama Chopra, the show promises to delve into interesting moments that have influenced the stars’ careers in the dynamic world of content creation.

Viewers can catch these episodes on Tata Play Binge’s app, available on both the Play Store and App Store for smartphone users. The first episode features the talented Manoj Bajpayee recommending content from his favorite OTT watch list, including ‘Dahaad,’ ‘Scoop,’ ‘Suzhal,’ and ‘Scam 1992,’ along with heart-warming anecdotes that shaped his Bollywood journey.

Following that, episode two will feature actor-turned-entrepreneur Sonakshi Sinha sharing her diverse watch list, including ‘Queen Charlotte,’ ‘Modern Family,’ ‘Succession,’ ‘Mirzapur,’ and ‘Delhi Crime.’ Upcoming episodes will include Anil Kapoor, Konkona Sen Sharma, Shobhita Dhulipala, and others discussing their binge-watching favorites, ranging from ‘Severance’ to ‘Tabbar’ to ‘Sirf Ek Banda Kaafi Hai’ to ‘The Last Dance’ and more.

For those who share bingeing preferences with their favorite Bollywood stars and want to explore more, they can download Tata Play Binge and enjoy content from 25+ apps under one unified platform with just one subscription.

The brand has also recently launched its ‘Bachcha Bachcha Janta Hai’ campaign, featuring two captivating TVCs starring Bollywood’s power couple Saif Ali Khan and Kareena Kapoor Khan in quirky yet relatable avatars.