Sing-me-a-song

Can’t find a new idea? Write a song instead.

Is this the new mantra in the Indian advertising world?

Take the new LIC commercial – “ना चिंता ना फिकर ना है डर…”. What is the idea behind this commercial? What are they trying to tell us that they have not already told us in their scores of advertisements in the past? Any new product? Is the execution any fresh? And doesn’t the song seem like a bad rehash of an old Hindi film tune?

Do you remember an ad for a construction / construction equipment company from some time back – the song went “जो भी बनाते हैं हम…”? Sounded like an insipid composition from mid-90s Hindi movies.

And while we are at it, can you tell me what is the link between “Mind & body, heart & soul”, cricket, Shankar-Ehsan-Loy and Visa? Beats me.

But don’t take this as a blanket critique of music in advertisement. The song used in the first Lead India advertisement that spread on the internet as the “new national anthem” – with words like “बढ़ाओ हाथ के सूरज सुबह निकाला करे, हथेलियों में भरे धूप और उछाला करे” and a strong idea and execution, this ad is a sure winner.

And if you’re not particular about understanding the lyrics, there always is the astounding Nike street cricket commercial, and the Bajaj Pulsar 200cc launch bike stunt commercial, which if I’m not mistaken was shot in Morocco.

What set these three apart from the former three is the presence of an idea, and freshness in execution.

Just singing songs won’t get you a place in the customer’s mind.

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