Tata Play will redefine customer engagement with hyper-personalized experiences and actionable insights

MUMBAI, 04 JANUARY 2025 (GPN): Salesforce, the #1 CRM, today announced a strategic collaboration with Tata Play, India’s leading Direct-to-Home and content distribution Company, to accelerate relevant and customized experiences to its user base nationwide. This collaboration marks a significant leap for Tata Play in delivering hyper-personalized offers, redefining customer engagement, and driving business growth. By leveraging Salesforce’s AI-powered solutions, Tata Play will unify customer data—including subscriptions, interactions, and viewership patterns—creating a comprehensive, single view of its customers to enhance targeting, optimize campaigns, and deliver seamless, personalized experiences across platforms.

Salesforce continues to lead AI innovation, introducing solutions like Agentforce, an advanced layer on the Salesforce Platform that enables companies to deploy AI-driven agents capable of autonomously executing tasks across business functions. While Salesforce’s AI ecosystem continues to transform industries, Tata Play is accelerating its digital transformation journey by implementing Salesforce Data Cloud, Marketing and Personalization, and Tableau—reinforcing its commitment to becoming a data-driven, customer-centric organization.

By leveraging these technologies, Tata Play will enhance customer engagement across its DTH and OTT platforms, delivering hyper-personalized experiences while utilizing actionable insights to refine campaign strategies and drive cross-sell and upsell opportunities.

In this AI-first world, Salesforce helps its customers deliver seamless, unified, and personalized interactions across multiple touchpoints, creating a harmonious omnichannel experience.

Commenting on the new collaboration, Harit Nagpal, Managing Director & CEO, Tata Play said, “By partnering with Salesforce, we are unlocking the power of AI and data to better understand our subscribers and deliver relevance at every interaction. We will now have a deeper understanding of each subscriber and their individual needs, enabling us to provide tailored solutions to everyone without disturbing others during the process.”

Arundhati Bhattacharya, Chairperson & CEO of Salesforce India, said, “At Salesforce, we are committed to empowering businesses with advanced technology that drives innovation and enhances customer experiences. Across industries, we are enabling organizations to harness the power of AI, data, and automation to accelerate their digital transformation, streamline operations, and unlock new opportunities for growth. Our partnership with Tata Play marks a significant step in leveraging the transformative power of Generative AI and data-driven insights to deliver hyper-personalized, meaningful interactions. Together, we aim to set new benchmarks in customer engagement and help Tata Play accelerate its digital transformation journey, creating lasting value for its subscribers across the nation.

About Salesforce:

Salesforce helps organizations of any size reimagine their business with Al. Agentforce the first digital labor solution for enterprises seamlessly integrates with Customer 360 applications, Data Cloud, and Einstein Al to create a limitless workforce, bringing humans and agents together to deliver customer success on a single, trusted platform. Visit www.salesforce.com for more information.

About Tata Play:

Tata Play Limited (formerly known as Tata Sky Limited) was incorporated in 2001. It commenced its DTH operations in 2006. Tata Play is a part of the TATA Group. It is the market leader in the DTH and is one of India's leading content distribution platforms providing Pay TV and OTT services. Tata Play Limited launched PVR (Personal Video Recorder) technology in 2008. This was followed by the launch of Hindi Programming Guide, Video-On-Demand services, DIY video library and Smart Guide feature that personalizes content recommendation on TV. Tata Play’s VOD library allows subscribers access to over 3000 titles. Tata Play mobile app enables on-the-go viewing experience from linear channels, remote recording facility on HD-PVR set top boxes and offers TVOD model for movies.

Tata Play has more than 40 platform services that are available at an additional monthly fee. New broadcast channels and platform services across genres and languages get added to the DTH offering regularly to enrich the entertainment experience of the viewers. In 2019, Tata Play forayed into OTT aggregation with the introduction of Tata Play Binge. Tata Play Binge is a unique platform that brings