Ad Campaigns
Tata Play celebrates 17 years of entertainment with #17SaalTataPlayKeSaath campaign
Mumbai: Celebrating 17 years of jingalala entertainment this month, Tata Play, India’s leading content distribution platform, launched a new digital campaign, #17SaalTataPlayKeSaath. In commemoration of this significant day, the brand expressed its gratitude towards the instrumental contributors who have shaped its journey. From the forefront representatives of the brand such as dealers, technicians, and support agents, to its growing number of viewers, all were acknowledged for their vital role in establishing Tata Play as the nation’s most cherished DTH platform.
The campaign #17SaalTataPlayKeSaath pays tribute to the unsung heroes of Tata Play through a heartfelt video depicting different stakeholders’ roles. The campaign features a montage video with each image strategically placed inside the number ’17’. These images showcase Tata Play’s numerous contributors in action.
Talking about the campaign, a Tata Play spokesperson said, “The #17SaalTataPlayKeSaath campaign honours the relentless work of our frontline staff and our esteemed users who have been with us on this unique journey. It is their loyalty and devotion that motivates us to chart the next chapter of streaming and broadcasting in India.”
“We’re thrilled to have partnered with Tata Play in bringing the #17SaalTataPlayKeSaath campaign to life. This initiative not only celebrates their remarkable 17-year journey but also acknowledges the invaluable contributions of all stakeholders who’ve been an integral part of this success story. It’s a testament to Tata Play’s commitment to delivering exceptional entertainment experiences and strengthening its bond with customers across India. At Chimp&z Inc., we take pride in crafting campaigns that resonate deeply and create meaningful connections,” said Chimp&z Inc co-founder Angad Singh Manchanda.
The campaign was released across Tata Play’s social media handles and garnered 1.4M impressions along with 1.13M engagement across all platforms.
Tata Play also started beaming from its GSAT-24 satellite, enabling sharper picture quality and availability in the remote corners of the country.
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.
