Remember 'vajradanti vajradanti vicco vajradanti' or 'doodh si safedi Nirma se ayi'? Television during the 80s was the hottest platform for ad makers. They gripped the audience's attention with iconic catchy tunes of jingles and anthems. The foot-tapping beats were memorised and hummed by the younger audience. However, with the transition into digital, ads are mostly subject to quick view where jingles or anthems are losing relevance due to small attention spans and muted viewing. But we cannot say that they are things of the past as jingles and anthems are still being used effectively without taking too much of the audience's time.

Anthems rise to address important occasions

Brands often create anthems to make strong statements. It can be either with products that lend value or by adding value to products by roping stars and influencers who would attract and hold the curiosity of the audience. Strengthened with impactful lyrics, some ads still dare to create a buzz by humming catchy tunes. But the use of jingles has mostly been reserved for internal communication for wider and penetrating offline reach.

Jingles leave lasting memories

It cannot be denied that jingles have a better effect on memory and the audience association is formed instantly if the jingle is catchy. They have better retention than slogans. According to hitechcentrum.eu, both men and women relate faster to jingles related to their products.

Ad makers are waiting for an opportunity

If Netflix does not have a ‘skip ad’ option, when it introduces ads, jingles and anthems may become popular. The tradition of jingles and anthems is ready for a comeback. An “earworm” tune with repeated playing is a part of branding and advertising success. The clarity of the message resonates spot on with listeners. With commercials pressing their way back into abrupt breaks between entertainment the day is not far when the audience will be subject to an overload of advertisements once again. These will include jingles and anthems, the easiest scores that garner easy attention. Until then, netizens can take a break from ads.