Tata Play marks 20th anniversary with folk music campaign

Tata Play celebrated its 20‑year milestone by launching a new advertising campaign that reimagines the brand’s long‑running “Life Jingalala” tagline through folk music traditions from across India. Conceptualised by Ogilvy and produced by the music collective Maati Baani, the initiative features original renditions in Tamil, Telugu, Kannada, Bangla, Awadhi and Gujarati, each built around regional storytelling and instruments.

The soundtrack was directed by Kartik Shah and includes performances by Padma Shri Darshanam Mogilaiah, Padma Shri Shree Bhiklya Ladkya Dhinda, Sufi folk singer Mooralala Marwada, Nagada artist Nathoolal Solanki, vocalist Radha Shrivastav, Tamil folk musician Meenakshi Elayaraja, Kannada singer Shubha Raghavendra and Baul artist Ashok Krishna. Traditional instruments such as the Kinnera, Dholak, Harmonium, Mashak, Banjo, Jodiya Pawa, Surando, Nagara and Gummeta were employed. The campaign aims to celebrate Tata Play’s two‑decade journey while highlighting India’s cultural diversity and reinforcing the brand’s connection with millions of households.