Some of the best conversations don’t happen at conferences or meetings ,they happen in group chats, over coffee, or during long scrolls on social media. And more often than not, they’re about the latest show everyone’s hooked on. Tata Play Binge saw an opportunity in this everyday buzz and teamed up with Chimp&z Inc. to turn it into something bigger: a campaign that didn’t just speak to binge-watchers, but spoke like them.
The Brief Was Simple—But the Execution Was Sharp
Tata Play Binge wanted to highlight its biggest strength: being a one-stop destination for content from 14+ OTT platforms. But just saying that wasn’t enough. The goal was to show how this platform fits into real life—where binging is not a planned event, but a reflex.
Chimp&z Inc. understood that. Instead of selling a product, they leaned into storytelling. The strategy was to use Instagram Reels to reflect how content lovers actually experience entertainment , through hype, reactions, and sharing hot takes online.
Building the Binge Multiverse
The campaign revolved around the concept of the “Binge Multiverse”—a space where every mood, emotion, and reaction tied to binge-watching could exist together. To bring this alive, two key pieces of content were created:
- A Reel featuring everyday binge convos: You know the ones—where someone’s reacting to a crazy plot twist, or arguing over which show is better. This video was made in-house and struck a chord immediately. It felt real because it was real.
- A punchy, trailer-style video montage: A fast-paced mashup of iconic OTT characters and scenes, stitched together with pinch-and-zoom transitions. It was slick, fun, and nailed the feeling of being pulled into one show after another.
The content wasn’t just meant to be watched—it was designed to be shared. And that’s exactly what people did.
The Numbers Say It All
The campaign racked up over 4 lakh views and 84,000+ likes. But more than the numbers, it was the tone of the engagement that stood out—comments, shares, and conversations that showed the audience got it. They weren’t just consuming content; they were connecting with it.
Why It Worked
Because it wasn’t trying too hard.
Because it didn’t over-explain.
Because it trusted the audience to get the references, feel the emotions, and join the conversation.
Chimp&z Inc. crafted a campaign that respected the way people already engage with content and then gently guided them to see Tata Play Binge as the ultimate home for that experience.
When you understand your audience deeply and speak their language, you don’t need to shout to be heard. You just need to show up with the right story, in the right format, at the right time. And this campaign? It did exactly that.
Want to create buzz like this for your brand? Let’s talk.
