Tata Play brings back 'Life Jingalala' in folk-inspired campaign marking 20 years

Tata Play has launched a new campaign to mark its 20th anniversary by reimagining its iconic "Life Jingalala" tagline through India's folk music traditions.

Conceptualised by Ogilvy and crafted by music duo Maati Baani, the campaign brings together folk musicians and regional artists to reinterpret the brand's signature line, "Isko laga dala toh life jingalala," in Tamil, Telugu, Kannada, Bangla, Awadhi and Gujarati.

Built around the question, "What does it feel like when life is Jingalala?", the campaign features regional renditions rooted in local languages, musical traditions and storytelling styles.


Among the featured artists are Padma Shri Darshanam Mogilaiah, Padma Shri Shree Bhiklya Ladkya Dhinda, Mooralala Marwada and Nathoolal Solanki, along with Radha Shrivastav, Meenakshi Elayaraja, Shubha Raghavendra and Ashok Krishna, among others. The soundtrack has been composed by Maati Baani, while Kartik Shah has handled the music production and direction. Traditional instruments including the Kinnera, Jodiya Pawa, Surando, Nagara, Gummeta, Dholak, Harmonium and Mashak have been used in the compositions.

The "Life Jingalala" tagline first gained prominence through Tata Sky campaigns featuring Aamir Khan, Amitabh Bachchan and Kangana Ranaut. It continued through the brand's transition to Tata Play, with later campaigns featuring Saif Ali Khan, Kareena Kapoor Khan, R. Madhavan and Priyamani.

The anniversary campaign marks two decades of the brand by revisiting one of its most recognisable taglines through regional folk music traditions.