Here’s a quick test for our readers. Try filling in the blanks quickly:
Tandurusti ki raksha karta hai …
Bhool na jaana … lana
Karram kurram, kurram karram…
Ten out of 10 times one would get the rights answer, thanks to the hook.
So why do we not see many more jingle-based ads pick up the gauntlet for brands? Neville Shah, CCO, FCB Kinnect & FCB/SIX India, offers an explanation: “Ads became shorter for various reasons. And a jingle needs a little bit of length.” Also, while TV and radio offered a captive audience and lent themselves to jingles, mobile consumers refuse to be sold to and more often than not seek information from the communication they receive. In any case, a large majority of campaigns today are too short-term focused, and building up jingle-recall might not align well with the brand’s plans.
The thing is, when media wasn’t as fragmented as it is today, jingles performed the task of grabbing attention and sustaining audience interest with alacrity. They are easy to pick up and difficult to forget. The marketer could run a significant number of spots on the few TV or radio stations that operated and in a reasonable time that jingle would stick. Job done.
Today we have several radio options, several hundred television channels, thousands of podcasts and several times more websites to check out. Throw in social media and the task of catching people’s attention and keeping them interested assumes Brobdingnagian proportions.
So should we compose a requiem for a much used advertising tool from a generation ago
?
Wait. Here’s the twist. “Traditional jingles are evolving into something more strategic: sonic identities,” says Rajeev Raja, founder and soundsmith, BrandMusiq. “When visual clutter is at an all-time high, sonic becomes a powerful channel. Sound isn’t an accessory; it’s a strategic asset for emotional differentiation.”
With shrinking attention spans, most brands don’t have the luxury of 60-90-second jingles anymore. That’s where sonic branding shines. While all categories can benefit from music, sonic identities work especially well in high-frequency sectors like finance, fintech, telecom, airlines, and tech platforms.
Audio cues are particularly effective in categories with emotional appeal. The ideal duration for a jingle would be between 40 and 50 seconds, as it strikes the perfect balance between capturing attention and delivering a clear message. “The key is crafting a catchy tune that reinforces brand identity and resonates emotionally,” Ashit Kukian, CEO, Radio City, adds.
As a device, jingles didn’t have to concern themselves with being relevant, they just have one job: To get stuck in the listener’s head. In fact, it’s not always necessary to include the brand name in a jingle, though it can be effective depending on the campaign’s goals. A direct approach, like “Washing powder Nirma”, makes the brand name memorable and reinforces brand recognition. However, a subtle approach, like “Kya Swad Hai Zindagi Ka,” can evoke emotions and create a deeper, more lasting connection with the audience without being overly promotional.
Now see FCB Kinnect’s just released, longish jingle-based ad vertisement for the upcomingFlipkart sale. “With ‘SaSa LeLe’ we needed to establish the ‘sale’. And so the jingle calls out the ‘sale’,” says CCO Shah. The juxtaposition of silly things like washing machines given the seriousness of opera is what makes the ad funny. “The right tune could be the bridge between digital and emotional connect,” says Jayatri Dasgupta, chief marketing officer, PayNearby.
Many brands also use popular Bollywood tunes to establish instant connect. But BrandMusiq’s Raja says original music offers long-term ownership and becomes a sonic expression of a brand’s unique personality and emotional space. And that approach works even for categories that are outside your day-to-day realm. Canara Robeco Multi Asset Allocation Fund has recently released a rap song to cue an upcoming launch from the fund. Says Gaurav Goyal, national head, sales & marketing, Canara Robeco Asset Management Co, “An original score offers a fresh canvas — allowing the brand to build a unique identity and emotional connection from scratch.”