Make brands sound exclusive, feel vibrant and turn into exclusive signature.
Visuals owe their dramatic recognition to sound in the background and communicative character to sound in the foreground. Sound has its own impact, like, any visual without sound is just a visual left to the understanding of audience, however, a visual with sound is a scene, characterized by its creator.
Sound in the background which defines our natural surroundings, is the ever existing noise, like sound of accelerating engines, honking vehicles and screeching of brakes which gives sense of road traffic, sound of hammering and pulling of metal sheets, which gives idea of nearby mechanic workshops, wind chimes, gongs etc. give feeling of existence of church, blowing of conch shells and banging metal gongs give sense of temples and loud call for prayer establishes existence of mosques in the neighborhood. Similarly passing of ambulance, fire brigade or passing of aircrafts are noticed by their exclusive buzzers and vrooming engines.
We often sense the status of personal environment by hearing, not by seeing, however, seeing may change or re-orient perception. Whatever the case may be, we all know for sure that sound in our environment influences moods, feelings and behavior, three most important elements of decision making get affected by sound in the background and immediate surroundings.
In this cacophonic noisy state of urban environment, humans long for something soothing, something silky, something groovy which can pull them away from the chaotic, cruel, cacophonic world and land them to plush island of velvety imaginations. Is that ever possible? Yes, sound has made it possible since time immemorial. Sound notes arranged in patterns, harmonized in rhythm and pitched with perfection become music. In simple words music is organized rendition sound notes/ frequency.
Astonishingly, Music has mystic powers to touch mind, body and soul. Music works as a paint brush which paints emotions, works as spark plug which ignites feelings and beats high to pump energy, however, as a French language speaking person expresses best in the French language, similarly, music is best created and expressed by a team of musically learned individuals. Which means music must be created artistically, tuned scientifically and composed melodiously. Finally, music sung with right and perfectly pitched notes create a hue of charismatic awe, mesmeric appreciation and the pull of hypnotic intensity. Such musical creations travel deep to touch souls, sensitize feelings and titillate desires to take the audience in the state of blissfulness. This state gets imprinted so thick in subconscious memory that it revolves in general feelings as well. The best part is that this state re-emerges with minimum recall of color, texture, design, tune or beats. Music with beautifully composed melody and perfectly sung song lives forever.
A tune has the power to give easy recall to stories, memories and people. Brands have been using this emphatically and successfully in the past, although less frequently in the present. In the era of All India Radio and Doordarshan advertising, jingles made brands, jingles and tunes built brands to the level that they have been living in people’s imagination until now, in fact has the potential to live forever. To refresh our memory, let us refer to few such iconic musical advertisements. Few jingles out of these are still being used in current advertising with modern visuals.
“ Tandrusti ki raksha karta hai Lifeboy”(https://youtu.be/419LMSA4r60 ), “Jab mein chota ladka tha- Bajaj Bulbs”, (https://youtu.be/6OLCLP0v_3g), “Buland Bharat ki Buland Tasveer-Hamara Bajaj- Bajaj Scooters” (https://youtu.be/scltYH13uEY), “La Lara Lara La- Liril Soap” (https://youtu.be/Y9-1XD9VvX4), “Zandu Balm Zandu Balm, Peeda Hari Balm”, (https://youtu.be/kpCtqgdlUIY)“Are yahi to Hai Desh Ki Dhadkan-Hero Honda” (https://youtu.be/x0cRpr51Kpk), “Doodh Si Safedi Nirma Se Aye, Rangeen Kapde Bhi Khil Khil Jayen” Washing Powder Nirma, (https://youtu.be/oA-I-9VoSIw), “Kuch Khaas hai Hum Sabhi Mein”, ( https://youtu.be/evYtAc-uedk), “Its cool to Be clear”- 7 UP Fido Dido (https://youtu.be/UXgnRU683zk), “Taste the Thunder”- Thumbs up (https://youtu.be/NEiJuarr2oI), “As crazy as crazy as she is about the zing thing”- Gold spot (https://youtu.be/jDLLMFGQs5c) “She is always a women to me- Lakme India” (Billy Joel Song), ( https://youtu.be/SVSM-6Bns_o).
Similarly, in the current era, the tune to remember is “O La la La Oye O”- Kingfisher, which has established itself with easy to recall Kingfisher personality. There are many such examples in global brand scene as well, we still recall 1982 Asiad “ Unity in Diversity celebration Mile Sur Mera Tumhara (https://youtu.be/-jf6pwtPqCs) and recent World Cup Soccer promotion, Shakira’s “Waka Waka” (https://youtu.be/6U58KYsh09w)
Music helps market, brands and creates healthy, happy and soothing environment for people. I have brought this topic of success of brand’s through musical communication, however, we all know that music is a product in itself, marketed to squeeze millions from the market of live and recorded entertainment. Poetic, soothing and pulsating music motivates, entertains and spreads social messages, if required. Musical compositions make people feel happy, nostalgic, imaginative and longing to get into the groove again.
Music should always be created by learned masters because it not only makes one feel happy but also can also impart therapeutic powers in the composition. Stress relieving is the simplest help which music offers to people but it can also emphatically improve efficiency, sharpen focus and increase productivity. Indian knowledge of classical and semi-classical music is being used as a therapy of sound, motivational therapy and stress relieving therapy, world over.
Our ancient sages, who mastered the precise musical notes and co-ordination, thereof, from their vocal chords, which were preserved and propagated as Ragas (bandish) through a devoted Master-Disciple tradition. These ragas are specific to time, mood, occasion and environment, hence they are able to create a specific experience, which the modern scientific world, tries to creates through machines.
This is a separate topic, however in the era of content marketing and digital advertising, knowledge of music, entertainment of music, dramatization through music, partying and having fun with music is very much in vogue. Those who have real artists, knowledge bearers and performers will be benefitted in the current and future market scenario.