Tata Play Binge banks on content marketing to promote its key features in latest campaign

Tata Play Binge has launched its digital campaign – ‘India Is Now Bingeing’.

The digital campaign is created in a vox pop format headed by the social media sensation ‘Urmila Lawekar’.

The vox pop will provide data-driven insights into what people in India and Bharat are currently binge-watching and decode consumer bingeing habits.

Tata Play Binge will also be unlocking the power of meme marketing.

Tata Play Binge kickstarted its digital campaign by collaborating with Kareena Kapoor Khan via a brand video through a collab reel.

The reel alone has so far garnered 1.2 million views, 53.8K likes, 1.1K shares in terms of engagement, all within a week’s time, said Tata Play.

The digital campaign is designed to highlight the core proposition of Tata Play Binge – ease in the process of content discovery, reduce the hassle of multiple subscriptions, and availability of 25+ apps under one unified platform and one payment gateway.

To make the Bingeing discussions more relatable and ensure the content land aka Bollywood is not left out, the brand has introduced an all-new celebrity-led talk show called Tata Play Binge presents Now Bingeing.

Conceptualised in association with Anupama Chopra and Film Companion, this short-format series will showcase celebrities and popular Bollywood stars revealing their bingeing habits and their favourite binge-worthy shows.

The format of the show will see Anupama Chopra in her trademark style, engage in a freewheeling conversation with Bollywood stars discussing interesting incidences and moments that have shaped their journey.

Viewers can catch the episodes on Tata Play Binge’s app (available on Play Store and App Store for all smartphone users) starring the show's first guest, Manoj Bajpayee where he will be seen recommending content from his favourite OTT watch list like Dahaad, Scoop, Suzhal and Scam 1992, followed by some heart-warming life-changing incidences that have moulded his career trajectory in Bollywood and the myriad range of characters he chooses to portray.

Followed by episode two where the actor turned entrepreneur Sonakshi Sinha will be seen recommending her diverse watch list consisting of Queen Charlotte, Modern Family, Succession, Mirzapur, Delhi Crime etc.

The upcoming episodes will see the likes of Anil Kapoor, Konkona Sen Sharma, Shobhita Dhulipala and others listing their binge favourites which range from Severance to Tabbar to Sirf Ek Banda Kaafi Hai to the last dance and more. 

The brand also recently launched their ‘Bachcha Bachcha Janta Hai’ campaign where they have released two TVCs featuring Bollywood's power couple Saif Ali Khan and Kareena Kapoor Khan in quirky yet relatable avatars.