{"id":2093,"date":"2022-07-01T12:18:00","date_gmt":"2022-07-01T06:48:00","guid":{"rendered":"http:\/\/www.themediaant.com\/blog\/?p=2093"},"modified":"2022-08-12T17:05:46","modified_gmt":"2022-08-12T11:35:46","slug":"what-type-of-jingles-work-best-on-radio","status":"publish","type":"post","link":"https:\/\/www.themediaant.com\/blog\/what-type-of-jingles-work-best-on-radio\/","title":{"rendered":"What Type Of Jingles Work Best On Radio"},"content":{"rendered":"

We live in an Ad saturated world. An average person comes across scores of advertisements on a daily basis in this consumer obsessed and oriented society resulting in a sort of numbness to the excessive branding all around.<\/p>\n

How does one then promote their message that cuts through the mental barriers of the consumers and gives out a loud and clear message of their products and services and speaks up against the white noise that is enveloping the market.<\/p>\n

Do you remember a television or a radio ad when you were young? If it has stayed with you and you love humming it frequently then it is nothing but the simple power of music that has been crafted into a jingle.<\/p>\n

Music brings positive memories, emotions and nostalgia to life, making it a very effective marketing tool. A study revealed that 89% of the consumers interviewed, agree to this.<\/p>\n

They said that well written and composed jingles were the ones that got stored for years down the line in their minds, while the ones that were poorly created, impacted the consumers in a negative way and switched them off.<\/p>\n

So let\u2019s look into what type of jingles work best on the radio.<\/p>\n

1)Simple jingles<\/strong>-jingles are meant to be easily remembered just like nursery rhymes. The shorter the better, the more repetitive the better and the more rhyming the better.<\/p>\n

The jingles that are recited and understood by a child are on the right track. Clear and crisp sentences work better than the philosophical or ambiguous poetical verses.<\/p>\n

How familiar and easy does this sound every single time and pops up whenever you are hungry? \u2018bah-da-bah-bah-bah..i\u2019m lovin\u2019it!\u2019<\/em> This campaign launched in 2003 with Justin Timberlake\u2019s voice has been the longest running campaign in Macdonald\u2019s history and has taken the advertising blitz by surprise.<\/p>\n

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Or the LIC \u2018s jeevan anand policy ad that says, \u2018Zindagi ke saath bhi zindagi ke baad bhi\u2019<\/em> and can we ever forget the \u2018utterly butterly delicious\u2019?<\/em><\/p>\n

2)Catchy jingles<\/strong> -catchy is synonymous to memorable and positive. The more pleasant the jingle sounds the more it will be strongly and positively associated with the brand. Although this is more like a slogan, but the coca cola ad by Prasoon Joshi which has the sound of a bottle opening and the fizzy cola oozing out.<\/p>\n

\u2018\u2019Plop, plop fizzzzz!\u2019\u2019 followed by a AAAAHHH! thanda matlab coca cola\u2019\u2019 conveys a social message of optimism and makes you want to reach out for it every time you are looking for something to drink. The ad got India a Cannes gold in 2003 and has led to increased sales for the company.<\/p>\n

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Association with pleasant and meaningful voices make jingles popular too. Hence celebrities are often roped in to associate with the brand. \u2018Re Re Re Raftaar\u2019 jingle by A.R Rehman brought a lot of \u2018Raftaar\u2019 to the Renault car ad by its mellifluous mix that celebrates life.<\/p>\n

So did his catchy Airtel tune that instantly takes us a decade back where we were excited about cell phones and the connectivity they brought. Shahrukh khan made \u2018Navratna\u2019 talc a household name with the jingle, \u2018thanda thanda cool cool\u2019 and brightened up the houses with \u2018\u2019 Jab ghar ki raunak badhani ho,deewaro ko jab sajano ho..Nerolac Nerolac!\u2019\u2019<\/p>\n

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But research also shows that it is all about the consumer being left with the memory of a brand. That is why sometimes the obnoxious and the offbeat jingles tend to work well too.<\/p>\n

The T20 world cup ad that annoyingly keeps repeating \u2018dabba hai dabba\u2026uncle ka tv hai dabba\u2019 has crappy logic but is still remembered and so is \u2018\u2019Dettol Dettol Dettol ho!\u2019 which is a 40 second jingle that only has one word.<\/p>\n

3)Jingles with effective copy<\/strong>-although the message is best kept simple it has to give a clear and fair depiction of what the brand is all about. Great copy is not about words but making an emotional connection.<\/p>\n

It talks more about the consumer than the seller.\u2019 \u2018Vajradanti Vajradanti Vicco Vajradanti\u2019, \u2018washing powder Nirma\u2019 and \u2018lifebuoy\u2019 ads did this. Reetesh Vadodaria who is a sales professional says these ads convey their speciality and message effectively through their copies as well as their music and will never be forgotten.<\/p>\n

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Humorous and amusing copies let the audience immediately relate to the situation and the service promoted and also reinforce cheerfulness in seemingly serious situations like the Godrej DVD player ad that shows everyone with an increased volume in their daily lives.<\/p>\n

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The jingles used in commercials have always been the soul and life of every Indian advertisement on radio.  The most effective, simple and catchy ones are like the \u2018ear bugs\u2019 that stay forever and there is no limit to what an advertiser can say through these little songs to lock their brand into the consumers\u2019 heads.<\/p>\n

Author- Alefiya Kapasi<\/p>\n

Statistical source- https:\/\/info.zimmercommunications.com\/blog\/why-radio-jingles-work<\/p>\n

Disclaimer- images have been used from images.google.com for illustrative purposes only.<\/p>\n\n\n

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