Introducing the Tata Play Smart App: 500+ Live TV Channels on Smart TVs Without a Set-Top Box or Antenna ~Advertising campaign features National Award winning actor Rajkummar Rao~

Introducing the Tata Play Smart App: 500+ Live TV Channels on Smart TVs Without a Set-Top Box or Antenna ~Advertising campaign features National Award winning actor Rajkummar Rao~ ~ Monthly plans start at ₹199. Available on Samsung, Android TV, VIDAA, Google TV, FireTV ~ Campaign film - https://youtu.be/aoHEtnGd-2E Mumbai, October 15th, 2026: Tata Play has launched Tata Play Smart, a television streaming app designed to bring the familiarity of live television interface on connected TV. Subscribers will get 500+ live channels, without the need for a set-top box, dish antenna or wires. At the heart of Tata Play Smart is Tata Play’s much-loved, user-friendly live TV experience, designed for the big screen and delivered seamlessly over home broadband. Tata Play Smart can be downloaded directly from a Smart TV’s app store by anyone, irrespective of whether they currently use a DTH service, cable connection, or no pay-TV service at all. It allows viewers to access live channels on their Smart TV, mobile phone, tablet or laptop, using any internet connection. On the big screen, the experience would seem familiar to anyone accustomed to DTH, with channel numbers, a program guide and remote-friendly controls. The app can also be opened on a compatible device to start watching, bringing the familiarity and ease of Tata Play’s entertainment experience to a new generation of connected screens. Talking about the launch, Harit Nagpal, MD & CEO, Tata Play, said, "The consumer’s core need to watch sports, news and daily soaps live on the big screen as appointment viewing has remained unchanged even as Smart TVs and home broadband have transformed the way content is accessed by connected homes. While DTH continues to deepen its reach across the masses, Tata Play Smart is designed to address the infotainment needs of wired urban homes." The subscription is built around the household’s viewing preferences. Consumers choose the languages they watch their content in, with one monthly plan for the home starting at Rs.199 per month. Tata Play Smart app is available on Samsung, Android TV, VIDAA, Google TV and FireTV, as well as Android and iOS mobile and tablet devices. Headlining the launch campaign is acclaimed actor Rajkummar Rao, who takes on a dual role, seamlessly portraying both a father and a daughter in a witty, light-hearted avatar. Their playful exchanges humorously underscore a simple truth: watching live TV can now be smarter and hassle-free. By doing away with the traditional DTH setup of a set-top box, dish antenna and wires, Tata Play's app-based solution offers viewers a simple, flexible and easy way to access live television. The campaign has been conceptualised and executed by Ogilvy, and directed by critically and commercially acclaimed Director, Advait Chandan. Speaking about his association with Tata Play, National Award-winning actor Rajkummar Rao, said, “What appealed to me about Tata Play Smart was how it keeps the essence of television intact while adapting it to the way people consume content today. This campaign was unlike anything I’ve done before. Portraying both a father and a daughter in the same frame required me to constantly switch not just appearances, but also mindsets, body language and emotions. It was creatively challenging, yet immensely gratifying, and gave me the opportunity to explore two very distinct characters. I’m always drawn to stories that entertain while conveying a relatable message, and this campaign does exactly that with a lot of heart and humour.” For more information on Tata Play Smart, please visit: https://www.tataplaysmart.com/