Tata Play, ZEEL expand addressable TV ads with precision targeting on Zee Cinema

Tata Play, one of India’s largest Direct-to-Home (DTH) providers, is expanding its qddressable Aladvertising offering through a new collaboration with ZEE Entertainment Enterprises Limited (ZEEL).

The move aims to deepen advertiser engagement by allowing brands to deliver customised campaigns to premium households across India’s top eight metro cities via ZEEL’s flagship movie channel, Zee Cinema SD.

The addressable ads solution, which was launched last year, currently reaches 8.5 million viewers in urban markets, showcasing its growing scale and appeal.

Unlike traditional TV advertising, addressable ads enable brands to segment audiences and deliver targeted messaging to different households during the same broadcast slot. This combination of digital-like precision with television’s broad reach provides advertisers with a powerful platform for outcome-driven campaigns.

“Addressable advertising marks a significant step forward in enhancing the effectiveness of television as an advertising medium,” said Pallavi Puri, Chief Commercial and Content Officer at Tata Play.

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“By combining the broad reach of TV with the precision of digital, we are enabling brands to connect more meaningfully with audiences. Our partnership with ZEEL further strengthens this offering by bringing targeted advertising capabilities to some of the country’s most watched entertainment channels, backed by measurable outcomes and advanced audience segmentation.”ZEEL’s Chief Growth Officer – Ad Revenue, Ashish Sehgal, echoed the sentiment, highlighting the strategic value of the initiative. “Television remains the most powerful medium for mass storytelling in India — and at ZEE, we’re constantly innovating to make it even more impactful for our brand partners. Our collaboration with Tata Play on Addressable Ads marks a significant milestone in redefining the television ad experience. By enabling precise audience targeting for brands on a mass reach platform like Zee Cinema SD, we’re merging the scale of television with the personaliaation of digital. This partnership truly blends the power of premium content with next-gen technology to drive better engagement and result-driven brand communication on TV.”The initiative is supported by INVIDI Technologies, Tata Play’s technology partner, and leverages TAM’s audience monitoring tools to offer advertisers performance analytics and measurement.

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