Jingle Less Advertising – Straining emotions out 

Music industry has moved from musicians to technicians. I was very surprised when they I came across terms like Music Engineers & Sound Technologists. It made me think Is music making us emotionally ambiguous ? 

As an marketeer, music not only brings the emotions on table but also helps product fly off the shelf. And hence it is doubly concerning. Because honestly i could not recollect any jingle from last 10 yrs which was hard coded in my mind. And I am just 35 so far from old age.

As a avid music lover myself, I deep dived into this a bit more only for my satisfaction. I had some interesting questions of which I am still finding answers.

Is Music losing it’s emotion and becoming more technical ?

Is it more about rapping than humming ?

Why is there no chorus in songs these days ?

When was last i heard a song with acoustic arrangement ?

Which was the last time you remembered a Jingle ?

Javed Akhtar rightly quoted that present music scenario is all about claps. And how true is it for us marketing professionals. While scouting video producers, the least importance we lay is on music and words. Visuals are prime, we spend hours adjusting the filters, but fail to spend even a second to determine a good background score.

This is because we are becoming “Technologist”. Finally what matters is impressions & engagement. Sound is critical than the feel. Fancy words are more “in” than lyrics. However if we dig deep inside, many of us would not even remember a video / ad made 3 yrs back but we would surely humm an old Bajaj ad and ensure we sing that line in tune ” Buland bharat ki buland tasveer, humara bajaj”. It was through this immortal musical creativity that we were made to believe in indigenous technology and experience national pride.

The ad has undergone 3 – 4 versions across decades, and it could cut across generations because it has a strong backing of words and a master musical arrangement.

So the the question I ask is :

Has the technologist in me killed the musician ?

Is fast and loud the new Impact ?

Are the emotions being strained to fit in that 5 sec auto play FB clip ?

I believe sometimes its important to view music with a lot more subjectivity. It will not only give that extra room for emotions, but will ultimately help bring our messaging more beautifully.

3 things which I have started doing ?

  • Listen to one song each day  and humm the tune. It is important that we are able sing the tune without words, because that means that piece of arrangement has hit the heart. Make effort to pick a song with nice tune.
  • Match the words and the situation. See if you can appreciate the fine tuning between lyrics and whats shown on the screen. Ensure you love it or else move on!
  • Last but not the least, can you listen to that song 10 times back to back. And each time you are able to appreciate and enjoy a different nuance of the song – its diction, word formation, arrangement, instrumentation, cinematography etc.

I believe this simple exercise not only opens the mind to music in true sense but also gives the necessary boast to creativity which finally reflects in our work. I can assure next time you make an ad, you would not disrespect the impact of music on mind.

Like how beautifully one of the greatest lyricist Shailendra has put up ” संगीत मन को पंख लगाए “, creating and communicating through melodies and harmonizing the impact with state of art technology is the need of the hour. #MarketingOfFuture



Fickle Fingers to Deft Touch – Marketing that no one expected !

When the 1999 was about to turn into the new millennium, there was a changing trend in marketing which was also unfolding. Ever wondered what was it? A trend which has changed the dynamics of marketing from then and is becoming even more and more complex with each passing year.

Is it fickle consumer Loyalties? Is it the mall culture which is leaving customer gasping for choice? Or is it the Remote Control in the hands of consumers?

I believe that marketing has changed from Fickle Mind to Fickle Fingers, the day consumers were handed over the remote control to power their choice. Brands started to dwell at the mercy of the “Restless Fingers” of the consumers.

What was once restricted to just a remote control has now become Smartphones, fickle fingers have turned into deft touches. Your smartphone is omnipresent and omniscient and is now widely regarded as the remote control to people’s lives. Can’t agree more on that isn’t it?

One can always argue and term technological advancements as Marketers Delight, but I believe delight is an outcome of solving a plight. So how does Fickle Fingers turn into a plight for marketers?

The best of the marketing communications are so mercilessly flipped at click of a button, has actually scare the marketer. It started in early 2000’s when there was an infusion of television channels, giving viewer’s choice of content, increasing restlessness of fingers, giving birth to a TV jockey in every house. But in all this, the “bechara” marketer, inspite of best media placements and showcasing world class creative excellence, lay his fortune on the fickle fingers.

Little did the marketers learn to grapple with the problem of fickle fingers, did technology throw up another challenge of “Deft Touch”. Advent of smartphones in to the lives of consumers have changed the dynamics of consumption. A 70 year old is using Google maps to locate places on his vacation in Goa. A kid is finding his favourite cartoon character on YouTube than on TV channels, a village is learning English using mobiapps. These narratives are not very far from the reality in India today.

Smartphones are beginning to transform how we engage in our everyday lives. Each deft touch on the pads are determining a behaviour.

According to scientists, the age of smartphones has left humans with such a short attention span even a goldfish can hold a thought for longer. The results showed the average human attention span has fallen from 12 seconds in 2000, or around the time the mobile revolution began, to eight seconds. Now this is scary isn’t it as a marketer? From days when people spoke about 60 – 75 secs ads to about 6 – 8 secs of communication, just to grab and clustered mindspace of the consumer.

Today marketers have to follow every touch & click on the device, to ensure consumers look at their products and start the AIDA process. Clearly, marketers are struggling with producing enough demand for their content.

Little did we realise that just as marketers had tuned themselves to this episode of deft touches,we have voice command taking over the touches, which means its all about reading the mind to know which product is the consumer wanting to know about. Alas, Goodtimes for Marketers is yet to come. is it ?





Imagination – Is it still Marketers Delight ? 

It’s all objective these days. At click of a button you can visit a exotic location, drive a super car or explore a different planet. So my point is if we have precision for everything, where is the scope of Imagination ? 
We hardly today see campaigns which would cut across generations. The last I remember was Vodafone Dog campaign which is fresh even today. And I see a trend in this, we have started to spend less time visualizing and more time answering social media calls. When was the last time, without googling did you make a picture of a place you desperately wanted to visit ? When was the last time we heard a song which made you cry ? When was the last time we wrote an essay or letter to our friends and relatives? 

Answer is NO in most cases. This is because we love being spontaneous than imaginative. We fail to visualize a communication because our focus is on execution and delivery. 

I believe marketer of tomorrow needs to spend more time in Imagination. As I would to put it “IMAGINING IS IMAGING”.

 This doesn’t mean meditate or go aloof. But just follow one or few or all of below and see the change : 

  1. Go Handsfree – Spend mobile free 3 hrs a day. This would give you enough mental impetus to think at ur work or at home. 
  2. Write an Essay – Go back to school,pick up a pen and write 500 words essay on various topics once a week dedicatedly
  3. Indulge in Outdoor activities – being within four walls restricts ideas, curtails thoughts. Go out for walks post work, play a sport or trek, take a drive or cycle, but ensure you spend 6 hours a week on outdoors. 
  4. Think Aloud – while doing above, leave your mind to any random topic and deep dive into it basis your imagination. E.g. Imagine about being on a work stay at North Korea ? Or Watching a movie with Mr Bachchan etc.
  5. Make your mind lyrical – Play with words and appreciate a lyrical. Power to recognize words gives you ability to imagine even better. 

Imagination connects individual customers to experiences they love more closely, more actively and more lastingly. We live in a world where the power of experiences has never been greater.

Unclutter your mind to Imagine ! 

      Authored by Samar Kagalwalla

      S I M P L E . U N C L U T T E R E D

      We as next gen professionals are bombarded with words, sound, light, thoughts through out the 12 hours we spend at work and now even after that. Sometimes I believe we all go through this syndrome of ” Bus ab mujhe apne liye time chahiye”, what it basically  means is that its time to UNCLUTTER my mind.

      Probably writing this blog would be my way to unclutter my mind, thrash those unwanted thoughts and free up that burdened grey cell which was up there to do much better work than this.

      MINDful of good MUSIC

      I believe our mind is able to grasp more if things are attempted in a more synchronized manner just like making of a music. The notes flow from one part of the mind to another, your heart dances with it and your soul feels fresh. This is possible because that note which you press on your keyboard also hits that little cell in your brain, creating a beautiful symphony within your mind. It is this music which stays with you for life – Clutter or Unclutter doesnt matter.bigstock-Marketing-And-Advertising-39163375-300x215

      As a professional, it is important to understand this symphony of life. While designing communications, it is imperative we understand which scale on the customers’ mind do we want to play to make that music more merry.

      The language your brain associates with music creates Emotions. Likewise the simplicity your brain associates with your communication creates Actions.

      Marketers Delights is Customers Syndrome

      Today it is a fact that the rising volume of marketing messages isn’t empowering—it’s overwhelming. Rather than pulling customers into the fold, marketers are pushing them away with relentless and ill-conceived efforts to engage.

      In the name of convenience, we love intimidating customers. We bombard them with Product Info’s weaved into some smart communication, attached to which is an ant sized T&C, next to which is a fancy CTA post which begins the customers tyranny. Calls, SMSes, Social Media follow ups etc start making the customer feel that showing interest in the product was indeed a crime !


      Shifting the orientation toward decision simplicity and helping consumers confidently complete the purchase journey is a profound change, one that typically requires marketers to flex new muscles and rethink how they craft their communications.

      Its simple, MINDSHARE to MARKETSHARE is the name of the game.  But to create that mindshare one need not do MINDGRABBING. That would only dislodge the consumer interest. Instead invest in MINDNURTURING, making your communication more deep rooted and ensuring the fruits from the MINDTREE are nutritious for the organization, customers & community at large.

      Attempt to Blog by : Samar Kagalwalla