Ad Campaigns
27 apps and counting: Tata Play Binge becomes India’s largest OTT aggregator
Mumbai: Delivering on its promise of making access to OTT content and its discovery easy, Tata Play Binge, has now become the nation’s biggest OTT aggregator platform with 27 apps. With Tata Play Binge, subscribers get entry into all their favourite content, across screens- mobile, desktop, tablet or TV, with one subscription, one search and one app!
With no pre-requisite of needing a DTH subscription, Tata Play Binge offers unlimited access to 27 popular national, regional and international apps in 13 languages. These include Disney+Hotstar, ZEE5, SonyLIV, Jio Cinema, Hallmark, MX Player, Lionsgate Play, Aha, VROTT, Sun NXT, ReelDrama, Voot Kids, Chaupal, Namma Flix, Planet Marathi, manoramaMAX, Koode, Tarang Plus, Hungama Play, Eros Now, ShemarooMe, Curiosity Stream, EPIC ON, Travelxp, DocuBay, ShortsTV, along with Gaming. Enabling entertainment for the whole family, up to four viewers can simultaneously access the platform’s extensive library using a single subscription.
Sharing the brand’s new milestone, Tata Play MD & CEO Harit Nagpal said, “Availability of many apps has made subscription to and search for content cumbersome for OTT viewers. Our years of experience in helping TV viewers subscribe to content of their choice and building an intuitive user interface that makes the discovery of content easy, has helped us create a similar platform, this time for OTT. With Binge, you pay only once for the family’s consumption of content from 22 apps for Rs 249 per month and 27 apps for Rs 349 per month and access all the content from these apps on one app, arranged as per your language and genre preference.”
To amplify the new offerings, Tata Play Binge has rolled out an extensive campaign called Bachcha Bachcha Janta Hai, featuring Saif Ali Khan & Kareena Kapoor Khan in relatable, slice-of-life characters talking about the essence of the offering – which is, having access to all the content from 27 OTT apps covering movies, shows, news, games and more, under one unified platform- making entertainment consumption easy and simple.
Sharing her experience working with the brand Kareena Kapoor Khan said, “It is incredible to see Tata Play Binge changing the game when it comes to OTT viewing. This marks a new dawn for entertainment streaming!” While Saif Ali Khan added saying, “Entertainment is a unifier unlike any, and it is an absolute delight to be a part of Tata Play Binge’s journey to becoming the largest OTT aggregator in India. With an initiative like this, entertainment will know no limits, which is exactly how it should be.”
Allowing multiple family members to stream content at the same time, Tata Play Binge eliminates the hassle of having to remember passwords of multiple apps and their monthly payments. It also saves customers from hopping from one app to another in search of what to watch, as various content genres in multiple languages from all apps are presented on one screen for better sampling and discovery- all this through a single subscription.
Tata Play Binge’s super-aggregation service allows subscribers to benefit from features like voice search and personalised recommendations, giving easy accessibility to the massive catalogue of regional and international content from all 27 apps, for the ultimate customised viewing experience on their screen of choice.
Tata Play Binge aims to make content-watching simple, personalised, and affordable for the Indian viewers. In addition to being available as a downloadable app on Smartphones, Tablets, Smart TVs, Desktops, and Laptops, viewers can also Binge watch content on their TVs either through connected devices- Tata Play Binge+ Android Set Top Box, Tata Play edition of the Amazon FireTV Stick or by just downloading the Tata Play Binge app on their Smart TVs.
NATIONAL: Amazon Ads has laid out a sharply tech-led vision for the advertising industry in 2026, arguing that artificial intelligence, streaming TV and creator partnerships will combine to turn brand building into a more precise, performance-driven business.
At the heart of the shift, the company says, is the fusion of AI with Amazon’s vast trove of shopping, browsing and streaming signals, allowing advertisers to move beyond blunt reach metrics to campaigns designed around real customer behaviour.
“The future of advertising is not about reaching more people, but the right people with messages that resonate,” said Amazon Ads India head and vice president Girish Prabhu. “By combining AI with deep customer insights, we help brands move from broadcasting campaigns to having meaningful conversations wherever audiences spend their time.”
One of the biggest changes, according to Amazon Ads, will be the collapse of the wall between media planning and creative development. Retail media, powered by first-party data, is increasingly shaping everything from brand discovery to final purchase, pushing marketers to design campaigns around audience insight rather than internal instinct.
AI is also moving from a support tool to a creative engine. Agentic AI, which automates and accelerates production, is expected to make high-quality creative accessible even to small businesses, compressing weeks of work into hours and giving challengers the ability to compete with larger brands on speed and scale.
Behind the scenes, AI-driven analytics will take on a bigger role in campaign optimisation, identifying patterns, spotting opportunities and recommending actions that would previously have required teams of analysts.
Streaming TV is another big battleground. With India’s video streaming audience now above 600 million and connected TV users at 129.2 million in 2025, advertisers are set to treat streaming not just as a branding channel but as a performance engine, measured increasingly by sales, sign-ups and bookings rather than just reach.
Finally, Amazon Ads sees creators and contextual advertising reshaping how brands tell stories. Creators will act less like influencers and more like long-term partners, while scene-aware ads on streaming platforms will allow brands to insert hyper-relevant offers into the flow of what viewers are watching.
Taken together, Amazon Ads argues, these shifts mark a move towards advertising that is both more human and more measurable, where AI handles the complexity, and creativity does the persuading.
