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

 

 


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 !

6462-finney20606

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