Do signature tunes for brands work?

Jingles, backed with a good idea, do help etch a brand in consumers' minds. Perhaps, this is why we still remember the old tunes and the jingles of Hamara Bajaj and Nirma.

The concept is making a comeback with companies like Bajaj, Titan, Kingfisher, Nirma and Airtel using their old jingles enmeshed with new visuals.

So, is the concept likely to bring brand recognition for these firms?

Prasoon Joshi, executive chairman (India) and regional executive creative director (Asia Pacific), McCann-Erickson, says: "Today, the entertainment quotient in life has gone up. TV, films, online, ringtones, the options are endless. The shelf life of a campaign or an ad has gone down. The 'melodious' tune, be it in films or ads, which takes its time to gently make way to your heart is a rarity for these reasons."

Bobby Pawar, chief creative officer, Mudra group, says: "Audio signatures, such as Titan's Mozart score or Airtel's tune composed by AR Rahman aid brand recognition and memorability. But, let's remember that these two are among the few that succeeded and after considerable exposure over a long period of time."

Pawar says: "Jingles were prevalent when media was not  as cluttered as it is today. Now merely singing the virtues of the product will fail to engage consumers. Cadbury's or Hamara Bajaj are exceptions, where although the communication had a powerful jingle, it was also driven by a strong idea. Which is why, they are still memorable."