Music=Magic Bullet to Brain

If you ask half the people in advertising, what is it about their jobs that they love most, the answer would be ” Music, where else can you listen to it on job?” . There is something about music which advertising as an industry loves. We love listening to music, grooving on it, but most importantly we love using it to send our ideas and thoughts across. A variety of brands have a memorable song/tune that just takes me down the memory lane.

A few days back traveling in a train, a tune broke my train of thoughts. It was the groovy tune of Maggy, being played from a mobile phone of a teenager, who delayed picking up the call so that everyone could know that he had a different ring tone. A typical behavior and one which I would never condone, however as a change, nobody really disliked the tune. I could see faces smiling at the tune, maybe remembering the childhood days, perhaps the first advertisements of Maggy,and so on. But there was a high amount of recollection and nostalgia around. Something any brand would give a fortune away to create.

This little incident started a chain reaction in my mind, as if a bullet that was triggered ages ago had gone active suddenly. I could remember so many such instances where Music has been used to a level of brilliance, to create ever lasting memories. These are not just ads anymore, they are representatives of a generation. Everyone remembers the famous tunes like Titan (Mozart’s Fifth Symphony), Raymond ( Schuman’s ‘scene from childhood’) , my personal favourite was Old Spice (carmina burana o fortuna) and this was when I was just 10. Needless to say when I required buying an after-shave, nothing that other brands had to say could deviate me from buying Old Spice.

The list goes on, many little diamonds and gems in the good old days. Hang on a minute though, there are some extremely wonderful and musical campaigns going on even now, so its not a forgotten art or a relic of the past. I was amazed by the beautiful Pantene ad. The tune was used brilliantly, an ad with a message other than “buy me” is always great. The YOU CAN SHINE campaign(Pachelbel’s Canon in D) has surely got to be there in our little list of ads to watch out for, that we maintain in Purple Rabbit.  Of course there are wonderful tunes from Airtel(A.R. Rahman), and who can forget Vodafone’s You & I( composed by Rupert Fernandes).

Do read the subtitles while watching this wonderful composition. A great come back at all those who say that good ads are not made these days. Point to be noted however is the wonderful magic that music weaves on mind and soul. Such works no longer remain just a tool to increase sales. It creates little milestones of nostalgia, transcending the barriers of time and space.Ah, we are getting a bit longish here arent we? Good things are always short so until next time..

Have fun watching the commercials.


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