Trend Giving the regular racy tracks a run for their money are some of the jingles which are being played at regular intervals at clubs
Ad gurus must have realised that as TV viewers we have all waited long enough for a jingle that can make us smile, dance or want to watch it irrespective of who we are watching it with. I guess they also realised that it’s been long since we hummed a jingle instead of the latest Munni or Jalebi number.
Lo behold not too long ago the jingle world gave us Blackberry boys the ad by Vodafone. And its fan base was obvious from the FB statuses and messenger status where everyone loved claiming they are the blackberry boys irrespective of the sex and whether they had a bb pin to share.
Then came a song which demanded our attention while urging us to feel good about ourselves. It went Khwabon se aagey jaana hai , hum se hai ummidein … hum mein hain hero and when with the Czar of music, A.R. Rehman is scoring the music for the jingle and lending is voice as well the jingle becomes more hum worthy.
The video definitely plays an important role for the AV connect.
Taking the popularity of jingles a step ahead, DJs are beginning to play them at regular intervals to give the crowd the much needed connect. And they say the best way to get going is by playing the Samsung ad where a cartoon cat mimics a tyrant boss’s instruction. “Music is all about experimenting and the idea struck me when I heard that ad as a ringtone somewhere. I decided to try it and as we switch between tracks and artistes I played this. And the crowd broke into a laughter followed by whistles and claps. This is similar to how the Gabbar mix was made to be a popular theme during the time when it was remixed into a party album. The music themes of these jingles are so peppy that a few seconds of them can get the crowd back on their feet and on the dance floor all over again,” says DJ Kanna.
By the way these jingles apparently go well on a desi night or on a Bollywood night.
“On other days when the DJ is playing house or hip hop, where do they fit in?” questions Kanna who is also a popular DJ.
“Djing isn’t always about playing known music it is a chance for the DJ to show off their skills and they can do it anyway they want to,” Kanna adds.
And when the crowd needs to be doing the waltz, Rehman’s musical for the Toyota Ethios comes to their rescue.
The latest to jingle setting the dance floor on fire is the one which says, Jo Tera Hain Who Mera Hain … and hare ek friend jaroori hota hain both being Airtel jingles. What about the crowd, are they loving it? The beats in the Airtel jingle are too good to dance. I love to dance to it,” says Jentina Aeir, a student and a club regular.
PRABALIKA M. BORAH
