Mumbai: Tata Play has marked its 20th anniversary with the launch of a new campaign that reimagines its iconic ‘Life Jingalala’ tagline through the rich tapestry of India’s folk music traditions. Conceptualised by Ogilvy and brought to life by music collective Maati Baani, the campaign celebrates the brand’s two-decade journey while showcasing India’s cultural diversity across six regional languages.
Built around the question, “What does it feel like when life is Jingalala?”, the campaign features original musical interpretations in Tamil, Telugu, Kannada, Bangla, Awadhi and Gujarati, blending regional storytelling traditions with Tata Play’s long-standing brand identity.
The soundtrack, crafted by Maati Baani with music production and direction by Kartik Shah, brings together celebrated folk maestros and regional artists from across the country. Featured performers include Padma Shri Darshanam Mogilaiah, Padma Shri Shree Bhiklya Ladkya Dhinda, Mooralala Marwada, Nathoolal Solanki, Radha Shrivastav, Meenakshi Elayaraja, Shubha Raghavendra and Ashok Krishna, alongside accomplished musicians representing diverse musical traditions.
Adding authenticity to the campaign are traditional instruments such as the Kinnera, Dholak, Harmonium, Mashak, Banjo, Jodiya Pawa, Surando, Nagara and Gummeta, creating contemporary renditions rooted in regional cultural identities.
The campaign revisits Tata Play’s memorable tagline, “Isko laga dala, toh life jingalala,” which has become synonymous with the brand since its inception. Over the years, the tagline has been featured in campaigns starring celebrities including Aamir Khan, Amitabh Bachchan, Kangana Ranaut, Saif Ali Khan, Kareena Kapoor Khan, R. Madhavan and Priyamani, evolving alongside the company’s transition from Tata Sky to Tata Play.
With the anniversary campaign, Tata Play aims to celebrate not only its milestone but also its enduring connection with millions of Indian households through entertainment that resonates across languages, cultures and generations. The initiative reinforces the brand’s commitment to staying culturally relevant while honouring India’s rich artistic heritage through a contemporary interpretation of one of its most recognisable brand assets.
