JINGLE ALL THE WAY...

Al Ries and Jack Trout would never have imagined that the newest weapon of mass destruction in marketing warfare is, hold your breath – music!!!

“Aye mere vatan ke logo… zara aankh mein bhar lo pani...,” sang the melody queen Lata Mangeshkar; hearing which, even Jawaharlal Nehru (then India’s Prime Minister) who was a part of the audience, was moved to tears. That was decades ago; yet, even today, this song never fails to move you. Music has tremendous power. As Victor Hugo once said, “Music expresses that which cannot be said and on which it is impossible to be silent.” Advertising men have used this tool efficiently, to build brands and beat competition. Think of any big brand in any industry and most likely you will recall a catchy jingle.

“Kya swaad hai zindagi mein…” Do you remember humming this tune in your car or in the shower! That was the heartwarming ad of Cadbury chocolates where the girl jives into the cricket field, oblivious of the crowd, as her boyfriend hits the winning ‘six’. “Jab main chota bachcha tha,” was a jingle of Bajaj Bulbs that was aired years ago; still, the tune is still remembered. Jingles have the power to imprint the marketing message into the hearts of the consumer. Some jingles are so well written and so well made that long after the advertisements have stopped, they still linger in our memory. People remember songs more than speeches. The catchier the tune, the stronger and longer lasting the effect. A research in Australia showed that more Australians recalled the 40 year-old-jingle, “We’re happy little vegemites,” then the first verse of their national anthem.

Jingles help juggle out competitors

More than 80 years ago, there used to be a brand called “Wheaties” in 1926. Its sales started sagging and the brand was close to being discontinued, that’s the time someone created the very first jingle of advertising. The fortunes of the brand turned around and the jingle was a runaway hit! When Pepsi aired its first radio jingle in 1939, it was so popular that it was played in the jukeboxes and became a hit record. Many years later, Coke did the same in 1971 with, “I’d like to teach the world to sing”.

Back home too, Coke has realized how music can make a vast difference to an ad film and to sales. Prasoon Joshi, National Creative Director, McCann, rocked the nation yet again with his “Bahar se hai alag-alag, ander se hai... same-ah same-ah...” The ad has ensured that Coke remains a leader at least as far as “recall of ads” is concerned. According to Prasoon Joshi, music can play the role of a “hero” in the film. The music in a commercial can change the whole image of a brand.

Airtel used the genius of A. R. Rehman to make a tune that would keep listeners hooked on to the ad and to the product. After all, he had charmed millions with his tunes in so many Bollywood flicks. If it was a ‘war of jingles’, then Hutch and its absolutely adorable ‘little boy and pug’ and the superbly melodious jingle “you and I” won the war without much effort. If you are a cellular service provider, then venture forth only if you have great jingle up your sleeve!

Jingles are forever

Some tunes have become so familiar and well loved that they have become synonymous with the brand. Liril may have modified its tune today, but think of “la..lala..lala..lala” and you think of Liril. Think of “ooh..la..la..la..la..ooh..le..oh,” and you think of Kingfisher, and of the “new kingfisher fan” in the adjacent changing room being taught the right way to hum the jingle.

Jingles build images...and brands!

Jingles have become the identities of some brands. Music being a universal language, it pays to have a “well- tuned” ad! A good jingle grabs the attention quickly, makes a lasting impression, and also gets the cash registers jingling as more and more people hum the tune!

Jingles help associate feelings with the brand. Not many would know in India if you were to ask them which was Mozart’s Fifth Symphony; yet, ask them the tune of the music in the ad for Titan Watches, and they would immediately hum it for you. Titan’s signature tune, which was introduced in 1988, has stayed in people’s hearts even till today. You feel so nostalgic listening to it.

“Deewaron ko jab sahaana ho...,” sang Nerolac and found its way to everybody’s heart and home. “Buland Bharat ki buland tasweer…Humara Bajaj,” made you feel proud of your country and your two-wheeler. “Mango Frooti... Fresh-n-juicy,” gave a sense of energy and youthfulness to the brand.

Piyo glass a full doodh doodh,” suddenly made mundane milk so hip-n-happening.

Today, good music almost ensures a good opening for a Bollywood film; it’s become as important in advertising too. Top composers are being roped in to churn out special tunes to enhance the image of the various brands. Shankar-Ehsaan-Loy not only worked magic for the movie Dil Chahta Hai, but made you turn and give a second look to Ford Fiesta and “Go Fida.” Horlicks made drinking milk quickly a lovely game, thanks to Shantanu Moitra’s catchy tune “Epang opang jhopang!” With all brands wanting their own unique jingle, it has suddenly become a very profitable business venture to make jingles. Top musicians today are charging upto one lakh rupees for a jingle! Making a jingle is more challenging than making a whole song; for in 30 seconds, you have to put across your message in a way that makes your brand look different and outsell the competitor.

As radio is fast becoming a popular medium, the necessity for a good jingle is increasingly. More and more people are tuning in to the radio and jingles are becoming as much loved and liked as movie songs. In fact, so many jingles now use the tunes of popular Bollywood movie songs. To sum it up, music and jingles have stopping power (they make you notice the brand), a striking power (they make your brand look different) and sticking power (they remain in your memory).

So if you want your brand to be noticed, go back to the keyboard and guitar, and string out a cherry tune. Your brand armed with a good tune would be in a better position to beat the competition. After all, who can resist good music. As Max Sutherland said, “Jingles are the ‘rhythm method’ of advertising!” Done well, you can jingle all the way up to the bank!

THE POWER OF SOUND

“Of the 25 biggest product categories in the 1920s, 20 are still the brand leaders; and all were built on radio!”

Saigon, Vietnam 1965...

A secret US army base is readying for war...

But one man is going to keep the soldiers laughing...

And his radio show… Gooooood Morning Vietnam!

Back in India, Vidya Balan set Munna Bhai’s heart aflutter as she crooned, “Gooood Mooorning Mumbai” to her listeners on the radio. Panic was created on Halloween night in 1938. A radio adaptation of H.G. Wells’ fictitious story The War of the Worlds caused many people to believe that Martians were invading New Jersey. The listeners missed the opening credits and many were treated for shock hysteria and even heart attacks. Newspaper offices (and surprisingly not Police Stations) were swamped with frantic queries, “What is happening? Where’s the nearest bomb shelter? What must we do?” Yes, a lot can happen on the radio! In fact air waves are witnessing fervent activity in India and the world over. The radio industry in India is growing at 30%!

The second round of privatization happened in 2006 making sure that “Radio” started playing a merrier tune and the radio industry got a chance to finally make profits. Earlier, radio operators were expected to pay a huge license fee, which increased at 15% annually. Now, they would be expected to pay only a one-time license fee or entry fee; and then they are free to go about their business. All they have to pay annually after this is 4% of their gross revenues. This immediately helps them save on 50-60% of their operating costs.

The future looks bright. With this system in place, more players would be expected to enter, creating more excitement and more revenues for the industry. When there were only 4 to 5 TV channels, the ad spends were about Rs.500 crores. As the channels have increased to 100, the ad spend too has increased to Rs.4,800 crores! Post-liberalization, radio seems all set to rule. After all, the global phenomena has been “radio” and “out-of-home” advertising showing better growth and performance than newspapers or magazines. No wonder, a whole lot of new players are scrambling to grab a piece of the pie, while the old players are working out different strategies to keep the audiences stuck to their radio sets and their frequencies.

One playground, different strategies

“No horoscopes, no agony aunts, no silly jokes, only music” is how Virgin’s channel Fever plans to capture the Indian audience. Red FM tried to catch their attention with the help of a star-studded line up of anchors. Radio City thought of capturing the smaller towns where operating costs would be less and it would provide the unique opportunity to advertisers to tap into and talk to consumers in smaller B and C class markets. Reliance (ADAG) with its BIG 92.7 and 45 radio stations firmly believes that in this game, only the big will survive. It invested Rs.160 crores for the 45 stations. Immediate profits is not something that’s on its mind as it’s looking long term, as all it plans to do is hold on and build the market. Radio Mirchi, which is the market leader in both Delhi (¾th people listen to it) and Mumbai (50% listeners are tuned to it) seems to have its focus absolutely right. Its target is the 15-35-year-old crowd, and it has understood the pulse of this market. According to its Deputy CEO, Prashant Pandey, “Playing English music makes us lose 95% of the audience.” So, everybody is working out a different strategy to outdo each other.

The power of sound

According to the Indian Listenership Track (ILT), Radio Mirchi was the clear leader (in 2006) in Delhi, Mumbai and Kolkata. While Radio City, Red FM, Radio One, Big FM and Fever are fighting it out, there seems to be a new category emerging, which could very well defeat this whole category of traditional radio. The latest shift is towards ‘Satellite Radio’, which is giving traditional radio stiff competition. Very simply put, it’s nothing but subscription radio with almost no commercials, but with high clarity of sound. The three major players are Sirius, XM Radio and World Space. Free radio, or commercial radio, seems to come with its “baggage” of limited playlists, annoying commercials and general lack of choice. Satellite radio, on the other hand, gives you dozens and dozens of commercial free music channels, information and entertainment in exactly the format you want.

Technology seems to be turning radio upside down! Not just from satellite radio, traditional radio is facing competition from Podcasting too. DJs play their favourite music on the internet and their loyal followers download it on their iPods and listen to it whenever they want to. This is a group of music lovers who want to listen to music of their choice – not someone else’s playlists – and that too without any interceptions from silly commercials or jokes. Of course, this business is yet to take off; but consider this – it requires no licenses, no frequencies, no towers.

Just ordinary people creating programmes and gathering thousands of loyal listeners. Podcasters could just as well be bypassing an entire industry and creating a revolution.

If podcasting is for now just a potential threat, satellite radio is already demanding its pound of flesh and making life miserable for traditional radio.

A new dimension

“If you talk to a man in a language he understands, that goes to his head. If you talk to him in ‘his’ language, that goes to his heart,” said Nelson Mandela; and that seems to be the magic of community radios, often referred to as ‘private radios’. They normally have a limited broadcast area and focus on a specific community. The Miner’s Radio in Bolivia is a very popular community radio. In India too, a small village in Karnataka used the community radio to pressurize the government to repair their public water pipes.

After three years of suffering drought, a young man recorded all the complaints of the villagers and aired it on the community radio. Within days, the pipelines were repaired and water came gushing into the village. Stalin K of Gujarat runs a revolutionary radio programme exposing the corruption in western Gujarat. Radio raids, where a whole team of reporters focuses on one particular issue, seems to be the most powerful weapon of community radios. The best part is, the programmes can be tailored to suit the needs of the community making it very effective.

Come to think of it, in spite of so much technological development, the good old radios seem to be the cheapest mode of information dissemination; and community radio is today paying a vital role in the development of communities and cultures. Jadavpur University’s community radio is all set to give the six commercial stations of Kolkata a stiff competition with its unique and customized contents. After Annamali University, IIT-Kanpur too is ready to flag off its community radio.

For those who felt that mainstream radio had no time for micro details and felt ignored, in came community radio to fill the void – Radio Idli – Mumbai’s first community web radio used air waves to showcase the talent of the Saraswat community.

So while traditional radio seems to be feeling the heat, let’s not underestimate its power. In the words of uber-marketer Jack Trout, “Of the 25 biggest product categories that existed in 1920, 20 are still the brand leaders. In other words, America’s leading brands were built on radio totally!” Tibetan Buddhists believe sound has the power to heal, to create new life. After all, every sound ever made echoes still, for sound waves never entirely disappear. According to Hindu mythology, everything started with the divine sound of “OM”...Let’s not forget the power of sound!

let’s stop being exploitative and start being creative

Ask yourself the reason why, while feverishly flipping through this magazine, you’ve suddenly stopped at this particular article! Is it because you have religiously followed this section on marketing strategies for the past year? Well, is that so?!?

A man walked into a large room full of people. He was supposed to address them. However, no one was paying attention and it was too noisy to be audible to all. So he went up to a board that was kept there and wrote something. There was a sudden silence in the room as everyone waited for him to speak. The man started, “Now that I have your attention, I will start my talk...” All that he had written was “SEX,” in bold letters on the board and had managed to get the attention of every single person in the room. ‘Sex’ is one word, which arouses a lot of curiosity and has a strong psychological appeal. Is it true then that sex sells? Well, a recent study showed that sex in print advertisements improved the effectiveness of the advertisement, made the ad – and the product – more likeable, and increased the “purchase intent” – especially for men.

Products are everywhere, brands are popping out of every nook and corner screaming, “Buy me, Buy me!” How do you make sure your products outsell those of competitors? For that, you would necessarily need to have a clear understanding of “why” & “how” people buy.

Vance Packard, in his landmark book, The Hidden Persuaders, explains the shopping phenomena, which was researched by the Du Pont company. For years, this company had been surveying the shopping habits of American housewives. An interesting discovery was that only one shopper in five had a list of what he/she needed to buy. Yet, all shoppers managed to fill their shopping carts with lots of goodies. The simple shopping rule is – seven out of ten of today’s purchases are decided in the store, where the shoppers buy on impulse. The study found most of the shoppers in a “just-for-the-heck-of-it-mood” while visiting stores. One just needed to catch their eyes to up the chances of their buying the product! Marketers are thus using subliminal seductions and sexual come-ons to sell their products and keep the consumers hooked.

Women are being portrayed as those objects, which help you remain hooked to the advertisement and the product. Images of pretty and very often scantily dressed women have appeared in ads, even without any connection to the product being sold. For years, advertisers have used several tactics to get people interested in their products; they have used humour, peer pressure, self esteem and many other things – but using women as sex objects seems to be the most effective technique in attracting attention.

Earlier ads showed women in traditional homemaker and mother roles; but today, this has decreased a lot. Around 60% increase was observed in ads using women as decorative objects. One look at the various advertisements makes it clear how women’s bodies are used in order to grab the viewer’s attention. So much so that 38% of female characters in video games were scantily clad. Tomb Raider, after all, would not have been such a hit video game if it did not have Angelina Lara Croft Jolie dressing and looking the way she did in the Tomb Raider movie!

Calvin Klein once said, “Jeans are about sex.” Who would you have thought that trousers stitched out of material meant to make tents could metamorphose into such a phenomena! Both Brooke Shields and Levis jeans shot to fame when Brooke Shields appeared in the ad which claimed, “Nothing comes between me and my Levis!” Back home too, jeans seem to be turning up the heat in more ways than one. The Wrangler jeans ad showed a woman faced with the emergency of dousing a burning haystack. She quickly strips off her jeans and douses out the fire, as a group of men stare at her – mouths wide open. Second in the series showed her walk up to the boys and demand “drop your pants,” and throw some Wrangler jeans at them. The ad saw a radical increase both in the awareness of the jeans brand and in the temper of Sushma Swaraj (who demanded its immediate withdrawal).

When Kwality Walls Ice Cream wanted to promote its product, Feast Ice Cream Bar, the ad agency Lintas created a series of ads for them with a tag line, “Mate your stick.” Certain symbols like a car, a key, a stereo system etc. were embossed on the sticks of Feast Ice Cream. The first four people who were able to combine the symbols of ‘car’ and ‘key’ would win a Mahindra Classic vehicle and the first 50 people who could combine the symbols ‘music system’ and ‘treble clef’ would win a Sony Hi-fi music system. Basically, if you got two sticks, one with the ‘car’ symbol and the other with a ‘key’ symbol, you won the car. So the ‘car’ had to find it’s ‘key’, and the ‘treble clef’ had to find a ‘music system’. Hence, one stick was looking for the right mate. Their ads showed a young girl sizing up three men as she suggestively looked downwards and then turned her face in distaste. She finally approved of the third man and looked at the stick in her hand. The jingle in the background kept up the “Mate your stick” ruckus. The ads had to be pulled out quickly as they didn’t go down well with the public.

Abercrombie & Fitch, the American apparel manufacturers, came out with their catalogue titled ‘XXX Wet, Hot Summer Fun’, which featured boys and girls wearing nothing at all – not quite what you would expect from a catalogue meant to showcase the latest fashion clothing! Benetton too followed this strategy of showing shocking images instead of clothes to promote their brand. The Charlie perfume ad shows a couple walking down the street, very happy and satisfied in each other’s company. The woman then laughs, reaches over and pats the behind of the man. She is, after all, a “Charlie woman”. Almost all perfume ads have used sexual images, either subtle or blatant. Similarly, beer ads exploit men and women and their bodies to make the purchase of beer more ‘desirable’. From shampoos to cosmetics to toiletries, all products are being advertised using seductive women.

When marketers can’t figure out a good marketing and advertising strategy, they use “provocation” as a theme, which, they are sure, would always manage to grab eyeballs. No wonder a whole lot of tasteless advertisements are crowding the advertising horizon. Some advertisers, as a strategy use nudity to shock and stun the viewers and create a controversy. However, in the long run, this doesn’t seem a good move. You run the risk of offending viewers and turning them off completely.

Compare how males and females are depicted in advertising campaigns that use separate ads focusing on men and women. For example, both the Vuitton and Milk campaigns use a man and a woman to sell the same product, but note how the image of women are more sexualized than those of the men! You may attract men using sexual innuendos, but a team of researchers at the University of Florida concluded – the more seductive the model, the more it left the women bored and uninterested.

Laugh it off as a case of jealously or whatever, but if you have to sell to the woman, you should know what she wants. She is someone you cannot ignore. Surveys show that those are women who are the big spenders in the family. Out of the Rs.8,000 crore ad industry money, over 70% of the ad revenue on television came from ads that targeted women. It makes business sense not to offend her, after all, she buys for herself, the children and the house. So the fashion label ‘Guess’ has now changed its advertising campaign to include photographs of innocence and purity. Look around you, there are brands that have been top selling for years without using sexual advertising. One such company is Nike. Its creative ads have kept generations of youngsters hooked on.

Ads have to stop showing that women are nothing but beautiful and desirable. Media has to stop viewing girls as only sex objects. A women does not have to be always tall, slim, young, light skinned and perfect. Probably, ‘Dove’ soap’s “Real Women” campaign is trying to show just this. After all, we would not want our young girls to suffer from eating disorders, low self-esteem and depression – most of which are directly linked to the “image” they see and try to ape in advertisements.

Projecting just one aspect of their being is wrong, derogatory and unethical. There is much more to them. Over the years, they have achieved a lot, brought about changes in the system and have earned a place for themselves in the world. Advertising can no longer take advantage of a woman’s beauty. The job of advertising is to sell the product. If you rack your grey cells harder, you can come out with ideas which are more pleasant and effective. It’s time advertisers stopped being exploitative and started being creative.