The 80s & 90s kids in India share a bond over a lot of things. The television and radio commercials sure are so nostalgic for most of us! Bombay Dyeing ad, the first Indian colour television commercial, followed by Maggi noodles, Vicco, Nirma, Liril, Bajaj, Limca, Amul Butter, Onida, Cinthol, Dhara, Fevicol, Dairy Milk, Nerolac, Nescafe, Ruffles Lays and the list only continues. Have we ever wondered what kept us thinking about them even after two decades? One thing is the visual medium that etches indelible frames in our mind, but the audio medium too created a similar effect on the listeners. So what was that element that connected the viewers and listeners likewise? Natch, we are talking about the catchy music jingles and brand music that we hummed as kids and now even as adults!
"The very idea of video advertising is to have the audience notice your brand, like it, and remember it for all its goodness.
1. The brands come up with various marketing strategies, of which the one which can entertain the target market is one of the most influential ways. Music affects the brand building activity like nothing else does. When we refer to the old ads, there were ones with instrumental music alone, like 'Titan'. The notes forming mellifluous crescendo on the keyboard was considered exceptional during those times and went on to become the signature tune of 'Titan' brand across the globe. People started recognising and associating with the brand, a quintessential example to show how important a role music plays in the brand building activity.
2. Emotional connect is one of the factors which establishes brand loyalty in the long run. The new jingles for brands like Airtel have given a fresh outlook to the product, for, they are creating a sense of emotional connection with the audience. Music is that magical mode of expression that instantly binds two entities emotionally and studies prove that brain stores emotional memories more deeply.
3. Few brands have created magic with their sonic, for instance, brands like Close-up have made listeners fall in love with the tune — which for sure will stay in their mind for a longer span of time. The caption of the brand, when composed into a musical, makes it memorable for the viewers even after the brand campaign unofficially fades off. The audience might forget the visuals and even the expressed words, but the catchy tunes stick in their head for long.
4. Music sets the mood. An audio medium like radio has copious amounts of sponsors and brands paying hefty prices to advertise, and they cannot be doing this frivolously! Mass communication media today can reach a broader demography and geography with its bandwidth. Advertisers need to understand the target market and plan the concept, the voice, the characters, and the music carefully. If we go back a little in the history, the idea of composing original songs for commercials started as a result of the enormous cost involved in licensing original music in copyright - post-world-war.
Coca-cola explored this opportunity and came up with a pop song by Hillside Singers that was used in their television commercial “I’d Like to Teach the World to Sing (In Perfect Harmony)”, the song went on to become such a success that it was released as a standalone album by the troop. The highlight here was the human connection that it put forth with the song which emotionally and psychologically bridged the brand with the viewers.
Many smart brands like this have adapted to the customer psyche and succeeded in establishing a long-term relationship with the customers.
5. Ads that have the target audience as children have the onus of convincing the kids as well as the parents, but once the little ones are lured, the battle is half won! The recent ads of Dettol, Chocos, Knorr soups, various health drinks showcase children motivating elders. The appealing tunes with eye-catchy visuals entice the kids to influence the parents in buying them the product!
6. Planning right music is the key. Talking about music, a small sound effect may be the highlight of the whole ad; usage and placement of it plays an essential factor in deciding its effectiveness. If not a thematic tune, studies show that ads with a generic background music tend to influence the audience more than the ones without it. For a storyline which demands conventional thinking and cultural demeanour, classical music suits the situation, high octane music goes well while expressing an emotional sequence, and so forth.
7. The advertisers now have to be clear about the message that they want to put across to their target market. Word of mouth happens even with favourite tunes. Audiences, when they admire the music, tend to sing along the melody. They act as catalysts and ambassadors of a brand by sharing their liked content online and across social media.
Today, only smart brands can entice the smarter audience. So, 'music it is', to spread awareness and take your brand to a whole new level.
Warning: Please make sure 'Your brand is worth the music'.