Tata Play has marked its 20th anniversary with a new campaign that reimagines its iconic tagline, ‘Life Jingalala’, through the roots of Indian folk music.
Conceptualised by Ogilvy with an original soundtrack by Maati Baani, the campaign reinterprets the tagline – “Isko laga dala, toh life jingalala” – across six languages: Tamil, Telugu, Kannada, Bangla, Awadhi and Gujarati. Each version draws on regional musical styles and storytelling traditions, celebrating India’s cultural diversity while tying it back to the brand’s association with home entertainment.
The campaign brings together noted folk artists, including Padma Shri Darshanam Mogilaiah, Padma Shri Shree Bhiklya Ladkya Dhinda, Mooralala Marwada, Nathoolal Solanki, Radha Shrivastav, Meenakshi Elayaraja, Shubha Raghavendra and Ashok Krishna. The soundtrack features traditional instruments such as the Kinnera, Jodiya Pawa, Surando, Nagara and Gummeta, adding authenticity to each regional rendition.
Sharing the milestone, Harit Nagpal, MD and CEO, Tata Play, put out a postcard note reflecting on the brand’s journey.
Since its inception, ‘Life Jingalala’ has been central to Tata Play’s brand identity, featuring in campaigns fronted by celebrities such as Aamir Khan, Amitabh Bachchan, Kangana Ranaut, Saif Ali Khan, Kareena Kapoor Khan, R. Madhavan and Priyamani – spanning the brand’s evolution from Tata Sky to Tata Play.
With this folk-inspired reinterpretation, Tata Play taps into nostalgia while giving its two-decade-old tagline a fresh, culturally rooted identity for the next chapter.
