Advertising: Old Hindi Songs vs Jingles

A popular old hindi movie song remixed for an ad jingle.

The trend is picking up greatly in the Indian Advertising. More and more brands are hooking to Old Hindi Movie songs to advertise their brands. Of course, few of them are great and are sure having raised an instant stir among consumers. But there are also those – which do not even link to the product category or even brand message. They are just there for ‘attention’. And you surely tend to listen to the song but leave the TVC just there so it certainly doesn't works to I.D.A (Interest.Desire.Action) levels of AIDA.

While my mind, noted this observation, I found myself pondering, Is it a new Consumer Insight?

Well, I really do not feel that it is due to a customer insight. Because many of the songs do not even show any relevance and there are many which suit the Brand Personality. But then too if they create an instant buzz among the consumers, I really feel they are all short-lived. The brands who adopt old hindi songs for their brands have to evolve constantly. An instant hit might end up short-lived.

 

Some of the most recent TVCs with Old Hindi Movie songs are of Parachute Hot Air Oil – Humdum mere maan bhi jao featuring Narghis Fakhri, Godrej Hair Dyes – jawani janeman haseen dilruba, TVS Scooty’s – Jane do na etc.

These remixed songs turned jingles will not be able to create a magic like the originals. People have not and will not forget the magic of Vodafone’s 'You and Me in this beautiful world’ or even an oldie ‘Lifebuoy hai jahan-tandrusti hai wahan’.  Remember, the Amuls – dhoodh-dhood-dhood...pii sakte hai roz glass full and the forever, Sunday ho ya Monday – roz khao ande and even the Close-ups 'Kya aap close-up karte hai' and Cadbury's 'Kuch Khaas hai' with ever refreshing jingles. These are eternal and have got brand, benefits, relevance, truth and message.

My current favorites include:

Coca Cola’s – 'Ummedo wali dhoop –sunshine wali asha' persuades us to, Believe in a happier tomorrow.

Hero – 'Hum mein hai hero'

Both of these, have instant connect, a straight & solid message and are bound to live long in the consumer’s heart. Watch out..