Tata Play Introduces Coco the AI Powered Mascot Redefining Entertainment Storytelling

Tata Play has launched Coco, an AI assisted puppy mascot created to bring a friendly, relatable face to its brand across all consumer touchpoints.The initiative blends traditional animation with cutting edge generative AI to create scalable storytelling with a human touch.

A New Era of Brand Storytelling

Tata Play has taken a bold step into the future of marketing by introducing Coco, its AI augmented mascot that embodies the brand’s values of charm, curiosity, and cleverness. Designed to engage audiences across television, digital platforms, the Tata Play app, and customer communication channels, Coco is set to become a central part of the company’s identity.

The mascot is not just a character but a carefully designed brand asset. By using short format films, Tata Play is bringing product features, platform benefits, and service messages to life in ways that feel simple, relatable, and emotionally engaging.

The Technology Behind Coco

Coco was initially crafted using traditional animation techniques, but his development was enhanced by a unique AI powered workflow. More than 15 advanced tools were used to combine handcrafted animation with generative AI, motion models, and custom visual engines. A visual dataset of over 8,000 frames was created to ensure Coco’s range of emotions and expressions were consistent and authentic.

This blend of technology and artistry has allowed Tata Play to achieve speed, scalability, and creative precision without losing the warmth and personality that audiences look for in a brand mascot.

A Step Towards Future Ready Marketing

Krishnendu Dasgupta, head of marketing communications at Tata Play, explained that Coco reflects the company’s philosophy of making consumer experiences simpler and more impactful. By using generative AI at scale, Tata Play is ensuring that its storytelling evolves alongside changing consumer behavior and platform use. Coco is designed to make Tata Play instantly relatable and memorable while strengthening brand presence across touchpoints.

Sukesh Nayak, chief creative officer at Ogilvy, added that Coco was created to embody Tata Play’s essence of reliability and friendliness. Through short engaging films, Coco will bring joy while naturally highlighting the brand’s features.

Carol Goyal, executive director at Aesthetic Intelligence Lab, emphasized that Coco represents the perfect fusion of creativity and technology. By combining AI with traditional design, Tata Play has created a mascot that not only captivates but also connects deeply with audiences.

More Than Just A Mascot

Coco marks the beginning of a new chapter where brands can humanize technology driven communication. For Tata Play, it is not just about showcasing innovation, but about building authentic and lasting connections with audiences through stories that are simple, emotional, and memorable.

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