Before you make faces on this boring (and clichéd sounding) head,
let me make a quick confession. I am way too late writing on this topic (had
been toying with the idea ever since). So if you’ve already read about it or
observed on your own, just skip to my next piece! :P The late bloomers like me
can give it a shot.
So what is that I’ve created unnecessary hoopla about in the
above para? The unabashed, relentless and recurring use (shall I say abuse?) of
yesteryears’ Bollywood melodies in Indian TVCs. Phew!
Over the last year particularly, the trend of using old
hindi melodies in commercials picked up pace. And how! Agencies/brands seem to
have hit the jackpot with this trend. As if they’ve found a hidden treasure
that needs to be used up before it expires!
If you’ve noticed, almost
every third TV commercial had a familiar sounding tune, just twisted to suit
the “younger” lot. Sample the following compilation (some ads may be two years
old or more):
1. SBI
Life - Hum jab honge saath saal ke (Kal Aaj Aur Kal)
2. Nestle
Kit Kat - I love you (Mr. India)
3. Parachute
Advansed - Hum dum mere maan bhi jaao (Mere Sanam)
4. Kotak
Life - Aap Jaisa Koi (Qurbani)
5. Nissan
Micra - Chala Jaata Hoon Kisi Dhun Mein (Mere Jeevan Saathi)
6. Nissan
Micra - Chakke Mein Chakka (Brahmachari)
7. Kit
Kat - Aao Na Gale Lagao Na (Mere Jeevan Saathi)
8. Heineken
- Jaan Pehechaan Ho (Kanyadan)
9. Mentos
- Ye Jawani Hai Diwani (Jawani Diwani)
10. TVS
Scooty - Mud Mud Ke Na Dekh (Shree 420)
11. TVS
- Jaane Do Na, paas aao na (Sagar)
12. Cadbury
- Pehli Tareekh (Pehli Tareekh)
13. Raymonds
- Aaj Kal Tere Mere Pyar Ke (Brahmachari)
14. Coca
Cola - Aaj Ki Raat (Anamika)
15. Centre
Fresh - Chahe Koi Mujhe Junglee Kahe (Junglee)
16. Happydent
Complete - Duniya Main Logon Ko (Apna Desh)
17. TVS
Star City - Ramia kero maiya kero mama (Arjun)
So, why do you think agencies are hell bent on using the
melodies? Here are a few reasons that came to my mind:
- Needless to say, Bollywood
songs have immense popularity and are ‘mass’. So they reach eardrums
faster than a fart
- The songs come handy (if
not cheap)
- And above all, they help writers
escape the burden of writing a jingle (pun intended)
May be for the common man, that’s not a big issue. Or may be
that’s not an issue at all! (yeah, right). But it concerns me. For I find a pinching
irony here, which at times, becomes irritating. I wonder why the same agencies
who tout themselves as creative institutions are generally the first ones to
become sheep! While they claim they do things differently, do they even realise
how easily they get lost in the crowd? I wonder! Or may be if they do realise,
they prefer to ignore the criticism (wait, has anybody even done that?) and
keep shut.
I am yet to read an article where an agency big shot has raised
the concern. May be they all just want to go with the stream? I don’t know. May
be they have their share of defending arguments that can justify the rampant
use (“Oh the client wanted it!” “The song perfectly suits the script” “It was a
last minute addition” and the best one that describes it all and puts an end to
all discussion, “the competition did it”!!). May be they are too happy after
having seen the client’s grin, and the check. May be I am too harsh in my
words. May be this is the best thing to happen to Indian advertising! May be
they all are right. May be I am wrong. But I wish I am not.
I am only fed up. Somebody please lower down
the volume for me!
