Kansai Nerolac has launched an advertising campaign for the festive season, reviving its iconic 'Jab Ghar Ki Raunak' jingle. This is the fourth time that the jingle has been used in its brand campaign since the creation of the original.
While the campaign features Shah Rukh Khan, its long-standing brand ambassador, the sound track seems to be the focus. Targetted at 28-45 year olds, the ad also features kids who are important influencers in this category. The new campaign has been created by FCB Ulka, while the jingle has been re-composed and sung by Amaal Malik.
Jain adds that the key challenge of reviving an old jingle is to adapt it to modern taste and create a tune that will be liked across the influencer and buyer age groups.
The festive campaign also has a Durga Pooja ad in Bengali. Along with this, two product ads, for Nerolac Impressions and Nerolac Excel, will be aired during the festive period and will continue thereafter.
Rajeev Raja, founder and soundsmith, BrandMusiq, says, when asked if this is a form of sonic branding, "This is not sonic branding in the truest sense of the term, or as we see it." He does not subscribe to the idea of using the jingle at intervals.
"For anything to register, it has to be sustained. Running a jingle, which you believe represents your brand, sporadically and once very few years will not create a lasting association. The brand will have to look at the jingle as much more than a tactical piece of communication and elevate it to a sonic identity. For that, the music has to be thought of strategically as a brand asset, and not just a communication device," he explains.
He also believes that the jingle could have been made more contemporary in its treatment and instrumentation. "If I close my eyes and listen to the jingle alone, it sounds like the Nerolac of yesteryears and not a Nerolac of today. It is important for brands to realise that sound and image must go hand in hand," he adds.