Tata Play Unveils AI Puppy Mascot 'Coco' for Lifestyle Storytelling

• Tata Play introduces Coco, an AI driven puppy mascot, across all consumer platforms
• Coco blends traditional animation with AI tools for consistent, engaging storytelling
• The campaign highlights Tata Play’s focus on simple, creative, and tech-driven customer experience

Tata Play, the popular content distribution platform, has unveiled Coco, a new AI powered puppy mascot designed to represent the brand across TV, digital channels, the Tata Play Mobile App, and customer communications. Created with the help of Ogilvy and Aesthetic Intelligence Labs, Coco is one of the first mascots in India developed using generative AI technologies, combining creative storytelling with cutting edge tech.

Coco’s personality is charming, curious, and clever qualities that mirror Tata Play’s brand values. While the character started with traditional design methods, its animation was enhanced using over 15 AI tools, including generative AI, motion models, and custom visual engines. To maintain consistency in Coco’s look and expressions, the team created a dataset of 8,000+ frames, allowing AI to replicate its emotions accurately.

Krishnendu Dasgupta, Head of Marketing Communications at Tata Play, said the mascot reflects their goal to simplify and improve customer experience using innovative technology. “Coco helps us tell our story in a way that’s memorable and relatable across all platforms”, he added.

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The campaign includes short AI generated films that bring a fresh, human tone to Tata Play’s messaging. Sukesh Nayak, Chief Creative Officer at Ogilvy, noted that Coco was designed to be universally loved and embody the brand’s friendly and reliable nature. Carol Goyal from Aesthetic Intelligence Lab highlighted how AI and artistry combined to create an authentic, scalable storytelling experience.

This initiative shows how Tata Play is leading in blending creativity and technology to connect better with consumers.