Sonic Branding is the New Advertising ParadigmMarch 29th, 2012 | Posted by in Articles and Opinions
Everyone has a favourite jingle. Perhaps we would all hum ‘Hum mein hai Hero,’ or ‘Har ek friend zaroori hota hai,’ if asked to break into our favourite new jingles. As opposed to signature brand tunes like Airtel or Intel, jingles have the ability to establish instant connect with the masses. Their beauty is that they can effectively go beyond audio advertising by permeating into the audience’s life.
In India, jingles are immensely internalised. Children grow up listening to these commercials on radio or watching them on TV, and crooning the tunes in unison with their families and friends. ‘Hamara Bajaj,’ ‘Nirma,’ and ‘Lijjat Papad,’ still have the ability to take us to another time and invoke nostalgia. Similarly, brand songs like Hutch’s ‘You and I,’ Close-Up’s ‘Paas Aao,’ and Lux’s ‘Sone se bhi sohna,’ are gaining increasing momentum due to advertisers leveraging the success of jingles to influence brand recall among consumers.
Recognising the critical need for sonic branding, as the mode is increasingly being called, Vritti i-Media is taking jingles into those sections of society that remained untouched by mainstream media until now. For instance, when HUL required Lux’s Sandal and Cream bathing bar to have superior recall among similar soaps in its category, Vritti was brought on-board to run a 30-day campaign at 85 ST bus-stands in Tier 2 and 3 towns in Maharashtra. A survey conducted to test the effectiveness of the campaign found that women were able to connect better with the brand and preferred it to other soaps.
Also, when the Central Vigilance Commission wanted to promote ‘Vigilance Awareness Week’ as ‘Participative Vigilance,’ anti-corruption jingles like ‘Bhrashtachar tala, desh majboot kara’ and ‘Kayadeshir vyavahar, door thevi bhrashtachar’ were broadcasted in the local language at ST bus-stations, along with contact details of the local Anti-corruption Bureau office. Similarly, Sony Television roped in the company to advertise Kaun Banega Crorepati’s fifth edition, while edible oil company Kirti Gold’s jingles could be heard at more than 80 bus-stations resulting in considerable recall for the brands.
Combining messaging at a local-level with a highly effective medium, created a powerful concoction for successful audio campaigns. Since ST buses are the primary mode of transportation in non-metro areas, each bus stand is frequented by at least 40,000 people a day or 2-3 times a week. In the waiting time of 20-25 minutes at bus-stands, they have an ear out for bus announcements. At such a juncture, they are sure to absorb sonic branding through such jingles. Yet, for advertisers the focus must be on creating memorable brands and not jingles. If jingles are created as a result of this prioritisation, they can become power tools that enable consumers to recall brands even with their eyes shut.