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Tata Play Binge



Tata Play Binge


Digital Campaign

Client Brief

• To celebrate the true Christmas spirit by spreading joy and appreciating those who have gone out of their way to do good for others during tough times.
•The goal was to connect with the audience and evoke positive emotions while driving organic communication on social media.


To celebrate Christmas, Chimp&z Inc envisioned a result-oriented ORM campaign for Tata Play Binge. The campaign #BingeChristmasSpirit was conceptualized for Twitter. The idea was to virtually evoke Christmas cheer and promote positive emotions.


• Tata Play Binge teamed up with its digital marketing partner, Chimp&z Inc to capture the true spirit of Christmas by spreading joy through the #BingeChristmasSpirit campaign.


• Tata Play Binge interacted with 500+ Twitterati in the span of a month by responding to their Tweets in Binge-style, while they expressed gratitude and happiness and appreciated the efforts of the do-gooders out there.


• All the tweets were shortlisted using keywords like "grateful," "happy," "thankful," "spreading smiles," and so on! Time and again, the interactions garnered positive responses from people. The crux of the campaign was recorded in a video that was launched on December 25. • This was an ORM-led campaign in which each of the tweet responses was uniquely created based on the tweet! The aim was to inspire people to express gratitude and appreciation without hesitation using the most vibrant platform for communication, social media.



• The campaign video received 2,26,720+ engagements and was featured by 12 well-known media publications, including ET Brand Equity, AdGully, Best Media Info, Media Brief, Media Infoline, and more.


• The campaign garnered heavy brand goodwill and bagged two trophies at the DIGIXX Awards 2022: Best PR/ORM Campaign and Insights Research.


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