Every brand seems to be doing it these days – Cadbury, SBI Life, Coca Cola, Scooty Pep, Anchor toothpaste, Maruti Zen Estilo. Rehashing yesteryear Hindi songs into ad jingles.
While we won’t discuss about the intellectual property rights issues, it is certainly interesting to know why brands prefer to follow a trend and fall into a mould, once someone has created it. And we thought advertising is all about creating unique selling propositions!
Talking about the execution aspect, I don’t think the advertisers do complete justice to the beauty and melody of the old gems. Even in the execution aspect, there is hardly any novelty – the singer usually tries to sing like Shamshaad Begum in an artificial nasal twang. It doesn’t sound like a jingle, but more of a parody.
It would work better for the brands if they came up with original jingles – that way they can create a wider mind space, offer a platform for upcoming talent and spare the souls of legendary artists who may be rolling in their grave.
We need to encourage the new people and provide them chances to learn, you have pointed out really great things, i am sure these ideas can bring a good change in the community.
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