MUMBAI: Advertising is a creative field. It is a visual as well as aural medium to reach out a wide base of audience. In India, with the advent of television and radio, advertising has been a buzzing field. It has given our country some topline actors, creative forces and not to forget some signature tunes, that we all hum. Let’s have a look at five most sought after jingles and whose tunes haven’t died down, despite so much clutter offered these days.
Raymond: How does one incorporate music for advertisement of suiting and clothing. But Raymond advertisement series captured hearts of millions with its tagline “Complete Man” and the signature tune. This tune is actually inspired by “Träumerei” from Kinderszenen Op.15, by Schumann. Creative ad that strikes the nostalgic chords in our hearts is perfectly supported by this soulful tune.
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Titan: The bouncy track on piano is heart-warming and makes one happy instantly. So much is the popularity that till date people used it as their ringtone on mobile phones. This was originally composed by Mozart in Symphony No.25, Gminor, from which a part was later rearranged by AR Rahman for Titan watch advertisement.
Liril: We all remember the path-breaking ad with a girl dancing under a waterfall trying to convince the audience that the secret behind her freshness is the Liril Bar of soap. The brand launched many faces including Preity Zinta. The tune, however, stayed the same for a long time and is still connected with the soap. The tune was composed by an Indian Music composer who is pass out of Royal Academy of Music, London, Vanraj Bhatia.
Cadbury Dairy Milk: The visual of a girl cheering for her boyfriend who is playing cricket and eventually getting on the field dodging the security, is fresh in every person’s mind from 90’s. The dance steps and the tune both went ‘viral’, before the word even got in vogue. The jingle is sung by Shankar Mahadevan and is still hummable. Cadbury has thereon come up with many signature tunes and campaigns like “Pehli Taarekh” and “Shubh Aarambh” and a recent one featuring young sensations like Armaan Malik and Shirley Setia.
Airtel: This ad is composed by the maestro A R Rahman at the peak of his career. This was also the time when telecom industry was booming in India and this tune was the go to tune for everyone. It starts in a simple way and progress with intricate variations.
