Mumbai: Tata Play, a content distribution platform, has launched Coco, an AI-assisted puppy mascot representing the brand across all consumer touchpoints. Developed with Ogilvy and Aesthetic Intelligence Labs, Coco is among the first mascots in India’s entertainment industry created through a generative AI-led creative workflow covering character design, narrative development, and campaign production. Embodying Tata Play’s traits—charming, curious, and clever—Coco will be featured on television, digital platforms, the Tata Play Mobile App, and customer communications. His introduction strengthens the brand’s visual identity and ensures consistency across channels, while advancing scalable character-based storytelling using AI. Coco’s initial design used traditional methods, but his production employed a hybrid pipeline integrating over 15 AI tools, combining handcrafted animation, generative AI, motion models, and custom visual logic engines. A dedicated dataset of more than 8, 000 frames was created to maintain consistency of textures and expressions, allowing AI to precisely replicate Coco’s emotional and physical range. This method boosts speed, consistency, and scalability, blending traditional animation’s richness with AI’s precision. This initiative highlights Tata Play’s progressive brand-building approach, merging creativity and technology while maintaining simplicity for customers. Coco’s persona arises through short-format films developed entirely via generative AI, delivering a fresh, humanized tone in showcasing product features, platform benefits, and service messages. Positioned as a long-term brand asset, Coco is designed to evolve with shifting media habits and exemplify scalable, impactful storytelling that retains authenticity. Krishnendu Dasgupta, Tata Play’s Head of Marketing Communications, stated, “Innovation at Tata Play is driven by making customer experiences simpler, intuitive, and impactful. Our large-scale use of generative AI reflects our dedication to employing technology that is both efficient and creatively unique.

As consumer attention diversifies, our storytelling must evolve. Coco makes Tata Play more relatable, memorable, and seamlessly present across touchpoints, reflecting our conviction that great technology should always simplify the customer experience. ” Sukesh Nayak, Chief Creative Officer at Ogilvy, explained, “The goal was to create an identity for Tata Play that is universally loved and instantly relatable. Coco was unanimously chosen to embody the brand’s reliability, friendliness, and constant presence. Through concise 20-second stories, we crafted joyful moments that naturally highlight the brand’s features. ” Carol Goyal, Executive Director at Aesthetic Intelligence Lab, remarked, “Tata Play’s collaboration with us to create Coco showcases the potential of AI-driven storytelling. At Aesthetic Intelligence Lab, we blend artistry with advanced technology, and Coco reflects this fusion. By leveraging generative AI and a custom visual dataset, we enhanced design precision and emotional depth, making Coco captivating and deeply connected with audiences. This project shows how technology and traditional media can combine to produce authentic, scalable narratives that transform brand communication. ”