Tata Play, a distribution platform, launched a digital campaign for World Television Day. The #HarTVJingalala campaign pays homage to the enduring role of television in bringing joy and connection to families across generations. The campaign, conceptualised and developed by Chimp&Z Inc., explores the nuances of old vs. new, ensuring Tata Play’s connection keeps entertainment a constant fixture in people’s lives.
A TV becomes operational when paired with connections like Tata Play. The #HarTVJingalala campaign portrays the transition of an old TV set, expressing the sentiment of being replaced. The film depicts the melancholy of parting ways with a long-time family member. The new TV, in contrast, symbolises new beginnings, promising a more vibrant and enjoyable entertainment experience. The dialogue exchange between the old and new sets explores a range of emotions, from personal camaraderie to silent exchanges of affection and collective cheers filling the room. The discarded television imparts its wisdom to the newly installed set, while the new set anticipates the excitement of connecting to a Tata Play connection for a familiar Jingalala experience.
The film concludes with a twist, as both TV sets find a place in the same home, emphasising the easy installation and extension of multiple connections offered by Tata Play.