Tata Play has launched a campaign to mark its 20th anniversary, reimagining its long-running ‘Life Jingalala’ tagline through Indian folk music traditions. The campaign, conceptualized by Ogilvy, features an original soundtrack by Maati Baani.
Built around the question, “What does it feel like when life is Jingalala?”, the campaign brings together folk musicians and regional artists from across India to reinterpret the tagline through regional musical traditions. The soundtrack was crafted by Maati Baani, with music production and direction by Kartik Shah.
The work is presented in Tamil, Telugu, Kannada, Bangla, Awadhi, and Gujarati, with each rendition drawing from local language, musical heritage, and storytelling traditions.
The campaign features Padma Shri Darshanam Mogilaiah, Mooralala Marwada, Padma Shri Shree Bhiklya Ladkya Dhinda, Nathoolal Solanki, Radha Shrivastav, Meenakshi Elayaraja, Shubha Raghavendra, and Ashok Krishna, alongside other musicians from across India.
Traditional instruments used in the compositions include the Kinnera, Dholak, Harmonium, Mashak, Banjo, Jodiya Pawa, Surando, Nagara, and Gummeta.
The ‘Isko laga dala, toh life jingalala’ tagline has been used by Tata Play over the years through campaigns featuring many prominent actors such as Aamir Khan, Amitabh Bachchan, Kangana Ranaut, Saif Ali Khan, Kareena Kapoor Khan, R. Madhavan, and Priyamani, evolving alongside the brand’s transition from Tata Sky to Tata Play.
