The ringtone is popular in Russia and Central Asia for its nostalgic 90s Eurodance sound and meme status [3]. How to Find and Download ("Skachat") the Ringtone
The trend involves the misheard or heavily accented lyrics "It's my life" being sung as "Its mai lav" (It's my love). It is used for comedic, dramatic, or enthusiastic short-form content [2].
"Its Mai Lav" refers to the iconic Hindi pop song by the band Dr. Alban , which became a viral sensation in Russia and CIS countries due to a humorous YouTube meme, often associated with a video of a person singing it passionately (sometimes referred to as the "Mai Lav" or "It's My Life" meme) [1, 2].