ADITI SARAWAGI
Popular Advertisement Jingles
Music is a universal medium which is used in different spheres like movies , videos , documentaries and even advertisements . Marketing aficionados did not stay back and composed jingles to use as an advertising tool as far back as the 1920 ’ s . A jingle is a short musical piece or song which is used in advertisements as a marketing tool . It promotes the product mentioning its features and specialties by using advertising slogans . Jingles are used on radio and in television commercials as well . This may be termed as a kind of sound branding .
Music and sound has always been used in advertising right since when there was no television . Radio jingles have been extremely common and popular too . The first jingle can be dated as far back as 1926 . Since then jingles have been an important part of advertising and marketing . Jingles are mainly used to popularize the word association with a commercial which in turn helps in remembering the brand or product . Music is said to increase recall value and jingles help people in remembering the advertisement . Sometimes jingles really catch on and get very popular so much so that a glimpse of the product reminds people of the jingle and it is heavily associated with the respective brand for years to come . Jingles have their own niche and are found in online discussions and on social media as well as a separate musical piece at times . This popularity and high recall value associated with the product leads to further product promotion at no extra cost to the company .
Research has shown that commercials using jingles are a more effective form of advertising than those commercials without one . Creating a brand is an overall composite factor which aims to ensuring the image is firmly secure in the consumer ’ s mind . Branding not only involves packaging or visual advertising . Sound branding works adjacent to visual advertising aiding the overall brand value and appearance of a brand . Remembering a jingle is easier than remembering a logo as is placing it and associating it with a brand . Adding the brand , product or company name to a jingle will lead to people remembering the jingle forever with the brand name of course . A catchy jingle has huge power in creating brand value and help in customer retention as well .
Right from the times when advertisements flooded mainstream media be it radio or television , jingles have played an important role in Indian media as well . A good jingle leaves a lasting impression on the listeners and there are several ad jingles which have been around for decades . Some jingles which came out years ago are still fondly remembered and come to mind immediately when the particular product or brand is mentioned . Sometimes the jingle is remembered far more fondly and people still remember them years after their first release .
From time immemorial households have used ‘ Washing Powder Nirma ’ and as old as the ad , the jingle has stuck on with the girl wearing the frock becoming an icon much like ‘ sabki pasand Nirma ’! ECE bulbs were another household staple with ‘ Bhool na jaana , ECE bulb laaana ’. Another staple being ‘ Zandu Balm , peera haari balm ’ of course . If balm wasn ’ t enough ‘ Sirf Ek Sardion aur sardard se aaram ’ was guaranteed . The house was always painted with the brightest as it was ingrained in the minds that ‘ Jab ghar ki raunak badhaani ho , deewaron ko jab sajaana ho , Nerolac , Nerolac ’ was the preferred choice . ‘ School time , Action ka school time ’ is an ad jingle kids from the 90 ’ s always remembered while buckling up their shoes en route school .
How often have we advised our friends- ‘ Vicks ki goli lo , khich khich door karo ’? Each one of us is guilty of singing this jingle . This just goes to show how a catchy tune can help keep in mind the product as well as the song . Movie outings were incomplete as was any prime-time television show without the ever popular ‘ Vicco Turmeric nahi cosmetic , Vicco Turmeric Ayurvedic cream ’! Each household had to have a tube of this cream and each child from the 80 ’ s and 90 ’ s will remember humming along with this jingle for sure !
Pepsi became the drink of Gen X with not one but many popular jingles like ‘ Yehi Hai Right Choice Baby ’, ‘ Oye Bubbly ’ and ‘ Pepsi , yeh pyaas hai badi ’. Milk also became the choice of the nation with ‘ Piyo Glass full doodh , doodh , doodh ’ from the house of Amul and till date you can be sure of some 90 ’ s kind humming this somewhere and not to forget ‘ Amul , the Taste of India ’ ads .
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