venturethree Shapes Energetic Rebrand for India's Entertainment Leader Tata Play

Global branding company venturethree has partnered with Indian Pay TV leader Tata Play, formerly known as Tata Sky, to deliver a colourful, dynamic and adaptive new brand with energy and attitude. The rebrand supports Tata Play in achieving its ambition of becoming India’s super-aggregator of entertainment – delivering on a brand purpose of making lives better for their customers. 

To match Tata Play’s purpose, venturethree came up with the brand idea, ‘Play Better’, representing fun, flexibility, quality, innovation and more. This idea inspired Tata Play’s new brand icon – a play symbol inspired by the ‘A’ of Tata’s existing wordmark. The symbol signifies play, progress and betterment, linking tightly to the brand purpose and idea. 

Tata’s instantly recognisable place in Indian society gave venturethree the opportunity to create an iconic and memorable symbol, retaining the warmth, trust and quality held by Tata - whilst injecting a youthful new energy.

Anchoring the rebrand are three core brand principles: genuine warmth, creative innovation, and captivating joy. These principles were translated across the entirety of the Tata Play brand, imbuing it with an unmistakable energy and attitude at every touchpoint, from the vibrant colour palette to the brand’s new sonic identity.

Anurag Kumar, chief communications officer, Tata Play commented: “venturethree brought our bold vision to life. The team gave us a unique creative solution of the utmost simplicity by taking something we already own and filling it with new meaning. It was so compelling that there was no room for debate.”

Tata Play’s new brand stretches beyond existing DTH satellite audiences, through to offerings like Tata Play Binge, the entertainment leader’s integrated OTT platform which brings 13 different leading apps together in one place. The Tata Play brand is now flexible enough to deliver an entire family of sub-brands - reaching beyond TV to make life better through digital innovations, embracing OTT and its broadband service, Tata Play Fiber.

Tim Jackson, creative director, venturethree, added: “It was a privilege to work with one of India’s favourite brands, whose services touch millions each day. By injecting new energy we’ve truly captured the essence of the new identity – helping propel Tata Play into new spaces, products, services and partnerships, to inspire India’s next generation.”