The narrative of traditional Indian folk media and art is elaborated in its brightly coloured visual and semantic language. One cannot think of India in absence of its folk formats. Folk art and media is an indigenous communication system which is embedded in the folk culture, it predates mass media, though it still exists as a vital mode of communication presenting, a certain degree of continuity, despite changes (Wang and Dissanayake in Continuity and change in communication systems. Ablex Pub. Corp., 1984). In normative times, this continuity of folk media format gives way to study meaning-making theory such as intertextuality. Intertextuality finds its conceptual foundation in Saussure’s linguistic theories in general, and his theories of sign, signifier and signified in particular, Bakhtin’s theories of polyphony, dialogism, carnivalesque, and heteroglossia, Kristeva’s coinage of the term intertextuality, and her recognition of intertextuality as ‘transposition’, and Barthes’s theories of ‘readerly’ and ‘writerly’ text and ‘the death of the author’ (Bakhtin in ‘Discourse in the novel’ in the dialogic imagination: four essays. University of Texas Press, Austin, 1981; Barthes in Image music text. Fontana Press, London, 1977; Kristeva in Revolution in poetic language, Columbia UP, New York, 1984; Saussure in Course in general linguistics. McGraw-Hill Book Company, New York, Toronto and London, 1966). This paper studies how meaning is drawn through a primary text and in relation to traditional, popular/contemporary culture and its motifs. Adds new knowledge in the interdisciplinary study of intertextuality in folk media and sees how socio-cultural factors form Folk art-media and how changes in folk art-media affects society itself. This study is limited to the regions of Rajasthan, Madhya Pradesh, Chattisgarh, Himachal Pradesh, Uttar Pradesh, Uttarakhand. Using a mixed research design, data is collected through review of literature, semi-structured interviews, Observation, focus-groups, case study and analysed through Narrative Inductive analysis drawing on relevant theories of communication, semiotics and intertextuality.