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..

New & Improved - Brands/Marketing?

Be Alert of the ‘New & Improved’ Marketing:

Alright, these days I have been reading about the post recessionary marketing which most of the brands have taken up in the form of re-branding.

What could be the major reasons behind the brand makeover? Is it just the growing competition? Or it is making a presence felt? Or it is to – stand out.

I personally feel that the basic idea behind Brand Creation is to ‘stand out’ and shout – I am Brand X. And this is my identity. But then I recommend…brand makeover but not re-branding to say so! Brand makeover is like adding up different accessories to your dress to make it look refreshing & even better.

So what do we mean by ‘New & Improved’?

Is it the new & improved product or it is the new & improved cosmetics of a brand?

Are we talking about the change in contents of a product or we mean the change in packaging? If it’s the case of hospitality industry – do we have some add-on facilities at the property or we are talking about the eco-friendly paints designs.

There is a thin line between service offering & service communication and that is where the Brands get confused or rather confuse the end consumer. No wonder the Brand Loyalty is always a vulnerable achievement.

Let’s go back in time & try to recall the brands which have been renewed over a period of time. Could you remember, the more powerful Vim Bar, the improved Rin - ab jyada shakti ke saath, the better tasting - Kissan Ketchup, the double power - Mortein etc. Chances may be that you could only think of - Sqeezo Kissan Jam, The curvy Nescafe bottle, the net bag of improved Rin bar etc.

More often, it’s the packaging which is new & improved and of course the claims like better taste, better immunity, kills more germs or extra powerful etc.

New & Improved – Attractions!

Most of the brands are now into the vicious circle of ‘’New & Improved’’ as the consumer still buys lot of things on the basis of feel good aspect of retail.

The new & improved marketing is most difficult to comprehend in the consumer products as most of the electronic & white goods have better improvements or rather we can say whether communication.

A new & improved automobile brand is almost always acceptable because they say that its engine is improved or may be few add- on safety features etc. The only thing is here the new & improved is an extended service or a facility.

Going with the current affairs of marketing communication, even the real estate is coming up with their new & improved versions. Some projects are sustainable buildings where as other have in-house facilities.

Well, the cosmetic version of new & improved marketing is a temporary change in brand but are we really working on making our brands – new & improved! I leave it on that note.