Bari shararat karta tha, meri chori pakri jati….Jab roshan hota Bajaj! Remember the jingle? It has been registered in our minds, and it is still there…running in a remixed version. I have literally grown up with my favourite jingles… as a kid and later as an adolescent, there was nothing else which I could catch so easily. There are jingles which I can sing you out even now…
*Khushbu daar anti-septic cream boroline!
Doodh Doodh Doodh, Doodh hai wonderful pi sakte hai roj glassful(Though I hated milk!)
Na na meri jaan, meri jaan murgi ke andey
Nirma Nirma, washing powder nirma, dush se safedi nirma se aye, rangeen kapra bhi khil khil jaye, sabki pasand nirma!*
Buland bharat ki Buland tasveer…hamara Bajaj!
*Mammi bhokh lagi, bas do minute! School se aate dhoom machaate
Ek hi baat pe manaate, Maggi Maggi Maggi!"*
Pyar hua ikraar hua hai, pyar se phir kiun darta hai dil…(ad for promoting condom use in India)
Glucon- D, yeh jaan mein jaan daal de - peete hi!"
Yehi hai Right Choice Baby…Aha!
Bhul na jana, ECE bulb lana, Jyaada de ujaala din-o-din chalne waala ECE bulb aur ECE tube!
Ras ki rachna Rasna! I love you Rasna…
Amul: Zara si hansi…doolar zarasa…Taste of India…
Life Buoy: Tandurusti ki Raksha karta hai Life Buoy…
These were the jingles with which I have grown up, and am not ashamed of the fact that even now I do not look around when I just sing my heart out, and most of the times, these are jingles, and these are encrypted on my brain and comes out with the slightest attempt of similarity between the commercial and real life. That day I was nagging with my husband on a certain demand, when he was about to dismiss the idea, “jo biwi se kare pyar, woh ….se kaise kare inkaar?” came out from my throat so spontaneously that he was trapped even before I could notice! See the AD-addicted! When I serve him his favourite black coffee every morning, I can’t help myself from singing “Ho shuru har pal aise…Nescafe! Pap-pa-para ra ra ra…” You must be wondering how he tolerates all these stupidities throughout the day…let me tell you whenever I feel he is irritated…I just sing out “You and I, in this beautiful world.” and when he smiles at me…I will just say “ Kya aap close up kartein hai?”
These are the snap shots of my life in which jingles are mingled. I am sure I am not alone; there are more jingle crazy people around. Jingles appeal to us so much, because they directly hit the basic emotional as well as practical needs. They are simple but subtle, real but touching, you don’t have to pay attention, because they are there, even if you do not like them to be there. You ignore the jingles, but they will find a way out, to haunt you, because they are designed to follow you where-ever you go…like the dog in the Hutch ad. They do control our minds, not just like that! The makers of jingles go through audience research and many rigorous tests. So the ad-effect is inevitable.
They literally are after our lives, even if you do not like to listen to them, they will make sure and find the best time so that you just cannot avoid these jingles, like the sales calls…they would always find out the best way to reach us. Even sometimes we do replace real music with these jingles. Let me give you an example; earlier when it rained, I used to hum the tune of an old classic “Bole re papihara papiha.ek man pyasa ek man tarse re”. Today unknowingly I sing “Bundo mein jane kya nasha hai”. I do not even try to amend these unconscious wrong preferences, as they are there and I, honestly speaking, do enjoy singing jingles, they are short, effortless and handy…I am happy to sing and listen to jingles, "jingle sunne wale always khush!":-)