For ages we have grooved to the tunes of Bollywood music. While some get etched in our hearts, a few fail to abstract any sense. The advertising world is no new to this and has, time and again, tested the power of music and soundtracks in their campaigns as well to bring out the essence rightly.
Be it Pepsi’s ‘Ye Dil maange More’ or Airtel’s ‘Har Ek Friend Zaruri Hota Hai’ or Hero Moto Corp’s ‘Humme Hai Hero’, the jingles and their lyrics still make us recall the ads and take us for a nostalgic ride.
In recent times brands have gone a step ahead and have started churning out original music pieces collaborating with the creative experts. It’s no longer an ad supported by a jingle in the background, today’s marketer seeks to cut through the competition by weaving a hard hitting or a soft, heart-warming tune or a song that matches the visuals aptly and strikes a right chord with the audiences and if combined with right advertisement can inspire them to buy the product.
A Nielsen study looked at effectiveness of more than 600 television advertisements, more than 500 of which included music.
The research indicated that commercials with some form of music performed better across four key metrics—creativity, empathy, emotive power, and information power—than those that didn’t.
While including a popular song or a popular artist’s work in an ad is one aspect, creating a whole new number of own is what attracts advertisers. It all started when Coke and MTV partnered to come up Unplugged and now we can see many brands with the likes of Redbull, Bacardi, Samsung Bixby joining the bandwagon.
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