Tata Play is marking its 20th anniversary with a new campaign that revisits its enduring ‘Life Jingalala’ platform through India’s folk music traditions.
Conceptualised by Ogilvy, the campaign features an original soundtrack by Maati Baani and reinterprets the familiar tagline across six languages: Tamil, Telugu, Kannada, Bangla, Awadhi and Gujarati.
Folk becomes the new brand language
Rather than treating regionalisation as translation, the campaign builds each rendition around distinct musical traditions and storytelling styles. Performances by artists including Padma Shri awardees Darshanam Mogilaiah and Shree Bhiklya Ladkya Dhinda, alongside Mooralala Marwada, Nathoolal Solanki, Radha Shrivastav, Meenakshi Elayaraja, Shubha Raghavendra and Ashok Krishna, give the soundtrack an authentic cultural layer.
Traditional instruments including the Kinnera, Jodiya Pawa, Surando, Nagara and Gummeta further anchor the work in local soundscapes.
From tagline to long-term equity
‘Isko laga dala, toh life jingalala’ has remained closely linked to the brand across two decades. Its campaigns have earlier featured Aamir Khan, Amitabh Bachchan, Kangana Ranaut, Saif Ali Khan, Kareena Kapoor Khan, R. Madhavan and Priyamani, while surviving the transition from Tata Sky to Tata Play.
For marketers, the move offers a useful lesson: longevity does not require repeating a brand asset unchanged. It can mean repeatedly finding new cultural contexts for it.
The Last Word
Tata Play’s anniversary campaign suggests that the next phase of brand salience may lie less in creating new slogans and more in making existing equity culturally relevant again.