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.
