……That’s the magic of music (Continued from last week) Good music knows no linguistic barriers because it has a language, a grammar of its own. It transcends boundaries and has the power to bond people from all over the world – remember the madness spun by Kolavari D? The unheard form of ‘fishermen music’ from Tamil Naidu went viral and within days received 14 million hits from across the globe on You Tube, when the movie for which the song was composed was not due for its official release until February 2012! The advertising industry understands this magical pull to subliminally push ‘buy’ messages with foot stamping tracks. A child doesn’t understand what selling is, but even he will hum Idea’s inane ‘honey bunny’ jingle, making melody the trademark of the product, just as marketers had hoped it would. Music influences purchase behavior in several subtle ways and in a range of environments. It can aid recall of a product name. Think Apple products. Credit:Apple Inc. I wouldn’t care, what are the lyrics so long as it plays that amazing sexy sound with its mindblowing Pyrokinesis images – or is it really a fire-dance? Most major brands use music in their commercials, because it pays rich dividends. Music is one of the many art forms that make us human. Music is also an experience. It’s a spirit not a language. It’s an emotion not a bland expression. If you do not connect to any music, you are probably not human enough. Or you don’t want to yield to its sublime influence and while listening to it, lose a part of yourself. Watch the iPhone Christmas commercial 2013 Credit:Apple Inc. it’s all about emotions, played to the hilt against a haunting, old-fashioned track. You see good music doesn’t need the crutches of lyrics. It can stand and run by itself…..and sweep you under its high tide! Keep writing in ….we’d like to hear more on music from you. Litmus Branding Litmus makes your brand accessible to your target consumer. While retaining elements of mystique, we strive to build lasting rapport and trust between brands and consumers through strategic creative thinking.
Probably nowhere else in the world, a form of personal greeting leaves as deep an impact as the Indian Namaskar or Namaste. The uniquely Indian motif and its mystical symbolism has untold potential for branding.
After silence, its music that can express the inexpressible Before you begin to read this blog, I would like to invite you to a special audition. Log in to these You Tube videos, shut your eyes, soak in the music and guess what product/brand a particular track is selling. If you enjoy your music, I am positive you’d be able to guess the correct answer and in the process, also appreciate the point I am trying to make via this post So here is our play list… Done with the Litmus test? How many did you get right? All eight? I am not surprised because when it comes to music, the lyrics, the visuals, the production values, the cast – everything gets overshadowed. Small wonder that at Litmus, we have a voracious appetite for music. I strongly believe that music is the universal language of God. I may not know French, German or Spanish, but if I can understand your music, I may not even care to know any other language and we can still connect. Because, when I soak in a lilting piece of music, my heart stops and leaps straight into my throat, my chest swells and I get sucked into its mesmeric swoon, like a Sufi dervish. Very few commercial pieces of music have that effect on me – its mainly the attribute of devotional songs – but some sound editors and creative directors are able to weave that spell over me with their music selection. A R Rehman’s background track for Airtel has a touch of that foot-tapping quality. When this track comes on, we need no other communication for the brand; the track communicates Airtel’s brand attributes (connectivity) well enough. Titan’s Joy of Giving communication, where a class of students decides to make an impromptu musical tribute to their surprised octogenarian teacher, whose eventful stint at the institute, one can make out, is coming to a wind, is another fitting example. Guess how do the students choose to voice their emotions? By making music out of everyday objects – spoons, books, desk – how creative can you get with music! Baby ads, I’ve found are always cute, no matter what they convey or how they are made. But this Evian film on our list is the cutest of them all. One half shows a toddler attracting the attention of a youth, who feels inspired to ape the frisky toddler’s baby steps (Break Dance) across a transparent shopping window and very soon several other bystanders join in, matching the dance steps of other babies (they all line up on the other side of the see through glass); while the second half of the film reveals how this film got made – the full gear, the immense patience and oodles of inspiration needed to infuse spontaneity into the babies (All, with no exception) 30-sec act! Hmmmm, delicious! Next on our list of all-time favorites is the Tata Nano piece – You are awesome! Now who would have thought that the common man’s car could co-relate so well with the superlative streak of gay abandon in a bunch of street revelers? But it does, and that is awesome! The same score is used, with a twist in their new campaign for Nano Twist! And if any proof is needed that music knows no linguistic barriers, it can be found in King Khan’s ‘Magic of Frooti’ commercial, where the Spanish (Is it?) lyrics may probably make no sense to an average Indian, but who cares, so long as it goes pat with the longing, lip-synching expressions on the little kids’ faces as they hungrily watch King Khan gulp down the pulpy contents of the entire bottle. Then just when he is about to take in the last swig, the beat builds to a crescendo, matching the heightened disappointment on the children’s face until the climax stikes and Khan asks, innocently enough, “What?” That’s probably the only dialogue used in the film, but that’s okay, because none is needed. Idea’s ‘honey bunny’ jingle was quite crappy, I thought, until, my well-heeled, foreign-accented uncle once popped the question, “What is honey-bunny?” I nearly fell from my chair, realizing that the silly jingle has probably found its mark – it connects with one and all! This particular film (http://www.youtube.com/watch?v=5aaPMBXKQLI) celebrates that jingle’s silliness in 60 seconds with a diverse set of people – a cross-section of Idea users, picked from every corner and crevice of India, humming it in a manner it is supposed to be hummed – in jest! And lastly the Google search engine’s ad, which may not have been so great (despite the huge dollops of nostalgia, packed into it) save for Piyush Mishra’s soul-lifting sound track! And that’s exactly what good music does – It lifts the ordinary into extraordinary. (To be continued in our next blog. Meanwhile, if you want to share your personal favorites for our next piece, please do write in. I am always open to the idea of listening to some good music – maybe we’ll connect through this universal language! So long…..) Litmus Branding Litmus makes your brand accessible to your target consumer. While retaining elements of mystique, we strive to build lasting rapport and trust between brands and consumers through strategic creative thinking.
….Is it okay to hold a marketer responsible of the impact of his brand communication? The answer is “not completely”…..And sometimes not at all. Can you get babies to start smoking a particular brand of cigar?
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