Tata Play has launched its new campaign, ‘Sirf Lage Mehenga,’ celebrating the New Year and harvest season. The campaign promotes Tata Play’s Super Value Packs, offering budget-friendly entertainment across various genres like news, sports, movies, and more. Created by Ogilvy, the campaign uses humorous parody films to debunk the myth that DTH services are expensive, highlighting Tata Play’s affordable, high-quality entertainment. The campaign will be available in multiple languages and will be promoted across TV and digital platforms. Two films will be released soon to reach a wide audience.