Tata Play, India’s leading Direct-to-Home (DTH) and content distribution company, has joined forces with Salesforce in a strategic collaboration aimed at delivering hyper-personalised customer experiences and driving business growth. By leveraging Salesforce’s AI-driven solutions, Tata Play will unify customer data—including subscriptions, interactions and viewership patterns—to optimise engagement and offer tailored solutions.
The partnership marks a major step in Tata Play’s digital transformation journey, as it integrates Salesforce Data Cloud, Marketing and Personalisation, and Tableau to enhance customer engagement across both its DTH and OTT platforms. The initiative is designed to refine campaign strategies, improve targeting and unlock new cross-sell and upsell opportunities, reinforcing Tata Play’s position as a data-driven, customer-centric organisation.
Harit Nagpal, Managing Director (MD) and Chief Executive Officer (CEO), Tata Play, emphasised the impact of the collaboration, stating, “By partnering with Salesforce, we are unlocking the power of AI and data to better understand our subscribers and deliver relevance at every interaction. This will allow us to cater to each subscriber’s individual needs without disrupting the experience of others.”
Salesforce continues to pioneer AI innovation with solutions like Agentforce, an advanced automation layer that enables businesses to deploy AI-driven agents capable of executing tasks across various functions. As part of this AI-first transformation, Tata Play will harness the power of AI and data-driven insights to elevate its customer experience and engagement strategies.
Arundhati Bhattacharya, Chairperson and CEO, Salesforce India, highlighted the broader implications of the partnership.
“Our collaboration with Tata Play marks a significant step in leveraging the transformative power of Generative AI and data-driven insights. Together, we aim to set new standards in customer engagement and accelerate Tata Play’s digital transformation, creating lasting value for its subscribers across the nation,” she stated.
As AI-driven solutions continue to redefine customer engagement, this partnership positions Tata Play at the forefront of innovation, ensuring seamless, personalised interactions across multiple touchpoints for its users.
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