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The Role of Jingles in Advertising: A Look at Some of the Iconic Jingles of All Time.

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Do you remember “Swad Sugandh Ka Raja, Badshah Masala”, or “Doodh si safedi Nirma se aaye,Rangeen kapda bhi khil khil jaaye“. I bet you’re not just reading those jingles silently, you’re probably humming them out loud. They are not any Bollywood songs or poems, but they are some jingles of ads that were so catchy that even just reading a single line of that made you sing the whole thing in your head because they’re so memorable.

Jingles are not just a melody in an ad, they have the power to create lasting memories for consumers. Even if the ad or the product fades away with time, people still love to hum and sing those catchy jingles that they remember. It’s like they become a part of our cultural identity, and we associate them with a particular time and place in our lives.

Importance of Jingles in Advertisement

Jingles are a powerful tool that can evoke emotions and create a connection with the audience. They can bring back memories, set a mood, and even change people’s behavior. Advertisers have been using jingles to sell products and services for decades, and it’s no surprise why.

The Jingle Appeal is particularly effective when the advertiser wants to create an energetic and uplifting ad. By using a catchy jingle, the audience is more likely to remember the ad and the product or service being advertised. It also creates a positive association with the brand, as the audience subconsciously links the upbeat feeling with the product or service being advertised.

  • Jingles can create a sense of familiarity with a brand, which can lead to increased trust and loyalty.
  • They can evoke emotions in the audience, which can make the brand more relatable and memorable.
  • Jingles can help to reinforce a brand’s key messaging, making it more likely that the audience will remember the intended message.
  • A well-crafted jingle can be used across different platforms, such as television, radio, and social media, which can help to create a consistent brand experience.
  • Jingles can be used to target specific audiences, such as children or older adults, by incorporating elements that appeal to those demographics.
  • Jingles can be used to promote brand awareness in a cost-effective manner, as they are often less expensive than other forms of advertising.
  • They can be used to establish a brand’s personality and tone, which can help to differentiate it from competitors and create a unique identity.
  • Jingles can be updated and refreshed over time to keep the brand current and relevant to changing audience preferences.

Some of the iconic Jingles of all time

1. Vicco – Vicco turmeric nahi cosmetic 

The jingle “Vicco Turmeric Nahi Cosmetic, Vicco turmeric Ayurvedic Cream” has become an anthem in the cosmetic world, and even after so many years, just the mention of “Vicco” is enough to make the whole jingle roll off the tongue. It’s a testament to the power of jingles to create a lasting impression on people’s minds and establish a brand identity that endures over time.

2. Close up – Kya Aap Close Up Karte Hain

The timing of the jingle for Close Up couldn’t have been better, as it helped the brand gain a lot of new customers. With its catchy tune and memorable lyrics, the jingle helped create a strong brand recall value for Close Up, and became a part of the brand’s identity. By capitalizing on the power of jingles to attract and retain customers, Close Up was able to establish itself as a major player in the oral care market and remain relevant even in the face of fierce competition.

3. Nirma – Washing Powder

When it comes to Indian advertising, there’s no denying that this jingle stands out as one of the most iconic and memorable of all time. Its impact on the brand’s sales cannot be overstated, as it helped create a strong emotional connection with consumers and establish a sense of trust and familiarity that translated into brand loyalty.

4. MDH – Asli masale sach sach

The success of MDH Masala owes a lot to its iconic founder, who has become a beloved figure in Indian advertising thanks in part to the brand’s catchy jingle. The tune is instantly recognizable and impossible to forget, making it a powerful tool for building brand awareness and loyalty among consumers. By creating a sense of nostalgia and familiarity through its use of music and storytelling, MDH Masala has been able to carve out a unique place in the hearts and minds of Indian consumers and establish itself as one of the most trusted and beloved brands in the country.

5. Idea – Honey Bunny 

The jingle “You are my pumpkin pumpkin, hello honey bunny” is undoubtedly one of the most memorable and catchy jingles to come out of Indian advertising. Its quirky lyrics and upbeat music have made it a fan favorite, and even years after its release, it still manages to bring a smile to our faces and lift our spirits.

6. Tata Docomo – Docomo 

Although Docomo may be a defunct network that is no longer remembered by many, its jingle is a testament to the lasting power of music in advertising. The beautiful acapella tune used to appear during cricket matches and is something that still feels fresh in our memories.

7. Dermicool – Aaya mausam thande thande Dermicool ka 

The ad’s catchy jingle “Thanda Thanda Cool Cool, Thanda Matlab Dermicool” (Cool Cool means Dermicool) has become a part of Indian pop culture and is still remembered and hummed by people today, even after decades since the ad was first aired. It perfectly captures the essence of summer in India and how Dermicool can provide instant relief from the heat.

8. Airtel – Har Ek Friend Zaruri Hota Hai

The Airtel jingle about friendship struck a chord with people across India as it provided a new way to express their emotions towards friends. It proved to be a smart move by Airtel to use this universal theme to appeal to a vast audience. The catchy tune and relatable lyrics made it a memorable jingle and helped the brand to establish an emotional connection with its customers.

9. Airtel – Jo mera hai wo tera hai, jo tera hai wo mera 

This Airtel jingle was not only catchy but also forward-thinking as it predicted the growing importance of the internet in maintaining and building friendships. The line “Internet hai toh friendship hai” (If there’s internet, there’s friendship) became a cultural phenomenon in India and was used by people to express the idea that the internet was not just a tool for business or entertainment but also for socializing and connecting with friends. Even today, this jingle remains a nostalgic reminder of the early days of the internet and how it transformed our social lives.

10. Nirma – Saundarya sabun Nirma

The iconic jingle “Tum Husn Pari Tum Jaane-Jahaan, Tu Sabse Haseen Tum Sabse Jawaan, Soundarya Sabun Nirma, Soundarya Sabun Nirma” had every guy in the 90s using it to woo their crush. The irresistible combination of the gorgeous Sonali Bendre, along with the melodious voices of Hariharan and Kavita Krishnamurthy, made this ad a timeless classic that can be watched on a loop. And the best part? It’s all based on true events.

11. Airtel – Instrumental Tune

The Airtel instrumental jingle, composed by A.R. Rahman, is a testament to the fact that music can speak volumes without any lyrics. It is a soulful and melodious tune that resonates with people even today and is etched in the memories of Indians.

12. Cadbury Dairy Milk – Kuch khaas hai

Shankar Mahadevan’s 1994 jingle for the Bru coffee ad is a true classic that can stand the test of time. The catchy tune and soothing voice of Shankar Mahadevan captured the essence of a perfect cup of coffee. In 2021, the ad was re-released with a role reversal of the characters, but the song remained the same, proving the country’s undying love for this iconic jingle. Even after so many years, the song still has the power to evoke emotions and make people crave a cup of hot Bru coffee.

13. Ponds – Googly Woogly Woosh

The Googly Woogly Woosh jingle is undoubtedly one of the cutest and most memorable in Indian advertising history. Even today, it evokes a sense of warmth and nostalgia among those who remember it, like a cozy cuddle on a winter day.

14. Amul – The Taste Of India

Amul is known for its successful advertising campaigns, especially the iconic “Amul Girl” who has been the face of the brand since 1966. The witty and humorous ads featuring the Amul Girl have become a part of Indian culture and are still popular today. The brand has also used catchy jingles in its ads, such as “Amul Doodh Peeta Hai India” and “Taste of India, Taste of Amul”. The use of memorable jingles and the Amul Girl has helped the brand create a strong brand image and connect with its audience.

15. Amul – Mero gaam katha parey (2012)

The modern version of the jingle retains the essence of the original song while adding a new and refreshing twist to it. Sung by the powerhouse vocalist Sunidhi Chauhan, it is sure to leave you captivated and wanting more.

16. Cadbury – Kiss me close your eyes

The Cadbury jingle featuring Disha Patani with the lyrics “Kiss Me Close Your Eyes” added a touch of innocence, love, coziness, and cuddliness that perfectly reflected the brand’s values.

17. CenterFruit – Kaise jeeb laplapayee…

The jingle of Center Fruit, “Kaise Jeeb Laplapayee”, doesn’t require any beautiful lyrics or poetry to become popular. It’s just the sound of the tongue and suddenly the whole nation falls in love with this jingle.

18. Paytm – Paytm kro

The catchy jingle “Paytm Karo” not only popularized the brand Paytm, but also gave rise to a new slang that has become a part of everyday language for many Indians. It’s hard to resist singing along or using the phrase “Paytm Karo” while making a transaction or even just casually.

19. Vasmol – Surakshit Kaale Mere Baal Vasmol Ne Kiya Kamal

The iconic jingle “Surakshit Kaale Mere Baal Vasmol Ne Kiya Kamal” not only made us groove, but also gave us a slick way to compliment someone’s luscious locks. I mean, who wouldn’t want to sing this jingle while flexing their hair when someone gives them a compliment, amirite? Trust me, this jingle is still fire and we’re all here for it.

Here are some ways how you can incorporate these jingles into your corporate life:

Agency life without jingles is like chai without masala! We simply adore these catchy tunes and have even incorporated them into our corporate situations. Here are some of them:

  1. While encouraging the team for brainstorming when dealing with client feedback.: “Dimaag ki batti jalao” (Center Fresh)
  2. That colleague who saves your day from a boss’s rant: “Har ek friend zaroori hota hai” (Airtel)
  3. When you are tired of the client’s feedback but you have gotta act strong: Fevicol ka jod hai, tootega nahi”
  4. When you’re trying to convince a client to go with your proposal – “Jo biwi se kare pyaar, Woh Prestige se kaise kare inkaar”
  5. When the client finally approves the idea – Kuch Meetha Ho Jaaye” (Cadbury)
  6. When you feel nervous to present your ideas in front of client – Kaise jeeb laplapayee… (centre fruit)
  7. When you’ve achieved a big goal or accomplished something great – “Yeh Dil Maange More” (Pepsi)
  8. When your boss keeps changing the project requirements – “Badalte rishtey, badalte network” (Vodafone)
  9. When the designer takes a long to create the designs – “Bunty tera sabun slow hai kya” (Lifebouy)
  10. “Our HR, while hiring new candidates, praises our company like – isko laga dala to life jinga lala (Tata Sky)

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