Essay on Brand Equity

Why recently ads have used old Hindi songs in place of jingles? SWITCH on the telly and chances are that you will catch an old Hindi number. Now, they could either be from the numerous music channels playing retro numbers or songs running on television commercials . And with so many commercial breaks, one sees more Hindi songs as jingles for TVCs than the original song itself. So from ‘Pehli Tareek’ for Cadbury to ‘Hum jab honge’ for SBI Life to ‘I love you’ for Nestle Kit Kat, the list just goes on and on.
It of course warms the cockles of the generation that’s grown up with the songs but it also gets the gen next confused — for some think it’s an original score. So these touched up, remixed hindi numbers — do they make the cut or are they just an easy substitute to creating an original jingle? On the use of a popular number to sell life insurance, Chandramohan Mehra, VP – branding and communication, SBI Life says the idea was to keep the tone consistent with the previous films. “The essence of romance is stronger when we used an old Hindi song. He explains that there is a cycle that jingles follow: “It’s basically about cutting through the clutter. The cacophony that is around with remixed sounds is easily cut through when you have an old song. Probably, later on, when this becomes oft-used , someone will come out with an original jingle. ” So when an old song is pitted against a jingle, which works better? “A lot of old songs were written to specific situations which sometimes come in handy like in the case of ‘Pehli Tareekh’ for Cadbury Dairy Milk.
Riding on the popularity of an old song can be advantageous only as far as getting attention. Thereafter it is solely dependent on how well it gels with the film and the idea” , says Abhijit Avasthi, NCD, Ogilvy. But take the example of TVS Scooty Pep ad that has a score from a Raj Kapoor movie. Given that the Scooty brand is specifically targeted at an audience who might’ve never heard these songs, how do the marketers justify their use of an old song? S Srinivas, head – scooters division, TVS Motors says music was secondary to the plot. “Here, dialogues wouldn’t work and the song itted perfectly,” he says. So in the case of a scooter, the song may have been secondary, but with an apparel brand like Raymond, the creatives insist use of a well known Hindi number is a natural part of the story and not a jingle . “The brand is particular about portrayal of very realistic scenarios which people can empathise with thus relating to the brand.

So there is no question of making up anything very exaggerated where people sing originally written verse to each other as in films” , says Sangeetha N, president (west) & ECD, RK Swamy BBDO — the creative agency that handles Raymond.Agreed that people singing original verse might be a bit far-fetched , but is it more cost effective to use an old number than create a jingle? “If you have a well established tune, it’s easier to build your brand on it. It’s easier to create resonance . If you have songs like this one, it provides you with a jumpstart and you can maximize your investments” , says Mehra. Srinivas of TVS disagrees. He contends that music or jingles does help build a brand, but popular tunes have a limited shelf life. “This can’t be your strategy all the time” , he says.
Sangeetha of RK Swamy BBDO states that using old Hindi songs costs just as much. “We have to locate the right song, pay the royalties and do a massive sound touch-up job for modern day airing” , she explains. Thus the jury’s out on whether ads with old numbers help break the clutter or not, but going by the number of commercials using them, they sure are giving retro music a fresh breath of life.SOURCE: http://economictimes. indiatimes. com/features/brand-equity/Why-recently-ads-have-used-old-Hindi-songs-in-place-of-jingles/articleshow/6557078. cms DATE: 15th September 2010.

Don't use plagiarized sources. Get Your Custom Essay on
Essay on Brand Equity
Just from $13/Page
Order Essay
Place your order
(550 words)

Approximate price: $22

Calculate the price of your order

550 words
We'll send you the first draft for approval by September 11, 2018 at 10:52 AM
Total price:
$26
The price is based on these factors:
Academic level
Number of pages
Urgency
Basic features
  • Free title page and bibliography
  • Unlimited revisions
  • Plagiarism-free guarantee
  • Money-back guarantee
  • 24/7 support
On-demand options
  • Writer’s samples
  • Part-by-part delivery
  • Overnight delivery
  • Copies of used sources
  • Expert Proofreading
Paper format
  • 275 words per page
  • 12 pt Arial/Times New Roman
  • Double line spacing
  • Any citation style (APA, MLA, Chicago/Turabian, Harvard)

Our guarantees

Delivering a high-quality product at a reasonable price is not enough anymore.
That’s why we have developed 5 beneficial guarantees that will make your experience with our service enjoyable, easy, and safe.

Money-back guarantee

You have to be 100% sure of the quality of your product to give a money-back guarantee. This describes us perfectly. Make sure that this guarantee is totally transparent.

Read more

Zero-plagiarism guarantee

Each paper is composed from scratch, according to your instructions. It is then checked by our plagiarism-detection software. There is no gap where plagiarism could squeeze in.

Read more

Free-revision policy

Thanks to our free revisions, there is no way for you to be unsatisfied. We will work on your paper until you are completely happy with the result.

Read more

Privacy policy

Your email is safe, as we store it according to international data protection rules. Your bank details are secure, as we use only reliable payment systems.

Read more

Fair-cooperation guarantee

By sending us your money, you buy the service we provide. Check out our terms and conditions if you prefer business talks to be laid out in official language.

Read more

Order your essay today and save 20% with the discount code WELCOME