India – Indian content distribution platform Tata Play has just recently dropped its latest digital campaign to celebrate World Television Day, giving homage to the enduring role of television in bringing joy and connection to families across generations.
Conceptualised and developed by Chimp&Z Inc, Tata Play’s campaign embraces the nuances of old vs new televisions, while ensuring that Tata Play’s connection keeps entertainment a constant fixture in people’s lives.
The campaign features an old TV set that is being replaced by a new TV set, wherein the old TV mirrors the experience of a family member that has to say goodbye after being a part of it after a long time.
On the other hand, the new and more advanced TV expresses excitement and promises fun with it as part of the family, with the dialogue between the two showcasing the good things that they can offer such as news and plenty of entertainment.
Surprisingly, the film ends with a twist wherein both TV sets would still be in the same home as the old TV will simply be moved to another location, and both TVs will be connected with use of Tata Play.
