Do signature tunes for brands work? Seema Sindhu / New Delhi July 23,
2008, 0:40 IST
Jingles, backed with a good idea, do help etch a brand in consumers' minds.
Perhaps, this is why we still remember the old tunes and the jingles of *Hamara
Bajaj* and Nirma.
The concept is making a comeback with companies like Bajaj, Titan,
Kingfisher, Nirma and Airtel using their old jingles enmeshed with new
visuals.
So, is the concept likely to bring brand recognition for these firms?
Prasoon Joshi, executive chairman (India) and regional executive creative
director (Asia Pacific), McCann-Erickson, says: "Today, the entertainment
quotient in life has gone up. TV, films, online, ringtones, the options are
endless. The shelf life of a campaign or an ad has gone down. The
'melodious' tune, be it in films or ads, which takes its time to gently make
way to your heart is a rarity for these reasons."
Bobby Pawar, chief creative officer, Mudra group, says: "Audio signatures,
such as Titan's Mozart score or Airtel's tune composed by AR Rahman aid
brand recognition and memorability. But, let's remember that these two are
among the few that succeeded and after considerable exposure over a long
period of time."
Pawar says: "Jingles were prevalent when media was not as cluttered as it is
today. Now merely singing the virtues of the product will fail to engage
consumers. *Cadbury*'s or *Hamara Bajaj* are exceptions, where although the
communication had a powerful jingle, it was also driven by a strong idea.
Which is why, they are still memorable."
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regards,
Vithur
ARR -- The Sweet Cube always
