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Thus the juryвЂ™s out on whether ads with old numbers help break the clutter or not, but going by the number of commercials using them, they sure are giving retro music a fresh breath of life.The hindi music collection atВ . вЂњWe have to locate the right song, pay the royalties and do a massive sound touch-up job for modern day airingвЂќ, she explains. Sangeetha of RK Swamy BBDO states that using old Hindi songs costs just as much. вЂњThis canвЂ™t be your strategy all the timeвЂќ, he says. He contends that music or jingles does help build a brand, but popular tunes have a limited shelf life. If you have songs like this one, it provides you with a jumpstart and you can maximize your investmentsвЂќ, says Mehra. So there is no question of making up anything very exaggerated where people sing originally written verse to each other as in filmsвЂќ, says Sangeetha N, president (west) & ECD, RK Swamy BBDO - the creative agency that handles Raymond.ДЄgreed that people singing original verse might be a bit far-fetched, but is it more cost effective to use an old number than create a jingle? вЂњIf you have a well established tune, itвЂ™s easier to build your brand on it. вЂњThe brand is particular about portrayal of very realistic scenarios which people can empathise with thus relating to the brand. So in the case of a scooter, the song may have been secondary, but with an apparel brand like Raymond, the creatives insist use of a well known Hindi number is a natural part of the story and not a jingle. вЂњHere, dialogues wouldnвЂ™t work and the song fitted perfectly,вЂќ he says. TVS Motors says music was secondary to the plot. Thereafter it is solely dependent on how well it gels with the film and the ideaвЂќ, says Abhijit Avasthi, NCD, Ogilvy. Riding on the popularity of an old song can be advantageous only as far as getting attention. вЂњA lot of old songs were written to specific situations which sometimes come in handy like in the case of вЂPehli TareekhвЂ™ for Cadbury Dairy Milk. Probably, later on, when this becomes oft-used, someone will come out with an original jingle.вЂќ So when an old song is pitted against a jingle, which works better? The cacophony that is around with remixed sounds is easily cut through when you have an old song.

вЂњThe essence of romance is stronger when we used an old Hindi song.вЂќ He explains that there is a cycle that jingles follow: вЂњItвЂ™s basically about cutting through the clutter. On the use of a popular number to sell life insurance, Chandramohan Mehra, VP - branding and communication, SBI Life says the idea was to keep the tone consistent with the previous films. So these touched up, remixed hindi numbers - do they make the cut or are they just an easy substitute to creating an original jingle? It of course warms the cockles of the generation thatвЂ™s grown up with the songs but it also gets the gen next confused - for some think itвЂ™s an original score. SBI Life to вЂI love youвЂ™ for Nestle Kit Kat, the list just goes on and on.