Jingle all the way...

"Lime and lemony Limca"... a brand that has believed in the power of music. It is the power of  a string of words set to music. Easy and catchy. Memorable more like it.

Limca may have changed its tune with time. Yet, the one constant is the fact that it still composes its own jingle. Charming.

The Titan music has remain unchanged through the passage of time. Frooti has retained its "mango frooti, fresh and juicy"

In the new ads, I like the Pond's youthful and fun song, the Lakme song, ...each one conveys the message of the brand so perfectly and well. A true brand message carrier.

A jingle creates an impact. It leaves behind a trail. It can charm its audience and makes it unforgettable. The brand lives on then in the black box of the consumer for a long long time to come.

The human mind loves good music. Music is therapy and music makes learning simpler. While trying to market an expensive yet complicated product to the consumer a jingle will work wonders. E.g. the UPS ad that makes something as mundane as logistics sound so good. Or say the brand wants to reposition itself to a larger target set. E.g. "Kuch khaas hai" cadbury's song or the "We are the blackberry boys" musical. These jingles worked wonders for the brands.

In the past, we remember most of the old jingles as there were very few brands per say. But, in today's day and age, a brand needs to jostle for space and do everything in its capacity to position itself in the desirable top of mind recall section. Jingles is definitely a sure shot way of doing so.

The world's moving towards interactive media. A jingle will fit in anywhere...TVC, radio, virals, newspaper. Remember when a month ago Volkswagen ran a talking commercial in the newspaper. It created buzz though the budget must have definitely shot through the roof.

But, the point remains that a jingle is evergreen and must be creatively composed, customised to suit the brand requirement.

I can't help but smile thinking about Charlie Sheen in Two and half men...the famous jingle writer who works from home, makes millions of dollars composing jingles and lives in his sprawling Malibu beach house overlooking the pacific ocean.

So, not only does the jingle work for the brand, it also seems to be weaving its magic for its maker.

Let's jingle all the way to that!