![]() With ad cost on channels coming at a premium, jingles became an effective way of conveying brand messages in a short but mind-capturing way.Ī well-composed soundtrack will jog memories of the brand so do the visuals and the emotions attached to them. Instantly, jingles became the most sought-after advertising element. Wheaties cereals were branded as the breakfast of champions and were the first commercial jingle aired on Christmas Eve in 1926. “Lifebuoy’s iconic health chant or the Hamara Bajaj anthem or Titan’s tune (Mozart’s 25th Symphony), Tanishq’s Remarriage film, a standout example that used Bismillah Khan’s Shehnai score from the movie Rockstar and had purpose-led messaging… Music used in ads is a means of persuasion and helps to complement the messaging,” adds Krishna Iyer, director- marketing, MullenLowe Lintas Group. ![]() ![]() Music plays like an audio mnemonic that increases memorability and hastens the brand’s recall. It doesn’t mean all ads need to have a jingle, depending on the medium,” says Pramod Sharma, national creative director, Rediffusion India. If you have a great film, garnish it with jingle and see how it changes the ad. If used the right way, it can do wonders for a brand. The power of jingles transcends languages and media. But are jingles slowly fading away to message-based or purpose-driven advertising? And the recall is so instant that they are not just restricted to music but also the message they carry. It is true that music and melody resonate well with brands. Rekha Jhunjhunwala to Rohiqa Cyrus Mistry: Here are India’s richest women and their net worth as per Forbes’ latest list of billionaires
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