'Tuning up'

I remember lazy Sunday evenings years and years ago, waking up just in time to catch the weekly film courtesy Doordarshan, on a black and white TV set. There would be a spate of ads before the movie began. Amidst the haze of memories that include haan bhai haan, Surf ki kharidari mein hi samjdhari hai, and gale mein khich khich, what stands out sharply is the Nirma tune. Somewhere around 6pm ‘washing powder Nirma’ would blare unapologetically across the country reminding us that Neema…Rekha…Jaya aur Sushma…sab ki pasand Nirma…So I was surprised (pleasantly) to note the soundtrack of the latest Nirma ‘underwater’ ad… For one, it is different. More important, it suits the pace and flow of a film that has been shot beautifully under water. The track is almost operatic and very engaging. However, it does not attempt to do a new ‘take’ on the cobwebs-old tune. Instead, it breaks away completely, swirls and sways between the flowing clothes, and only towards the end, blends effortlessly into the familiar ‘washing powder Nirma’ chorus.

Music is playing an increasingly important role in today’s communication. However, clients or ad agencies aiming to create the country’s most hum-able ad jingle would be well advised to keep a few things in mind. You can never start with a brief that says ‘we need an Airtel kind of tune’. The objective of every ad is different. Its tone of voice is different. Its pace may be different. Another thing worth remembering is that no tune can hit the bull’s-eye the moment you hear it. However special a tune is, you will need to give it a fair share of air-play to enable the average consumer to start listing it as a favourite. Also, let’s not forget that we are mostly in the 30 second format where advertising is concerned.

Having said that, I sincerely believe that the ‘I’m The Man’ track for the new Bajaj Pulsar 220 has that ‘Brush-Brush’ quality about it. What do I mean by that? Well, there are some tunes or songs that start licking the sides of your brain the moment you wake up and follow you into the bathroom. They keep playing in your head even as you groggily feel for the toothpaste tube and begin brushing. ‘I’m The Man’ is edgy, is sung beautifully and certainly has a great vibe. Very apt for the motorbike audience.

So, the two very different pieces of music: Washing Powder Nirma and I’m The Man. One rejuvenates a 25 year old thought. Another sears through your mind like a red-hot iron. Both do their job not because they are trying to do a me-too, but because they dare to break new ground. Very much like any good piece of communication – you only get remembered if you march to a different beat.

(The author is National Creative Director, Dentsu Marcom)