Decoding the Magic: How Brand Jingles Shape Consumer Perception
A deep dive into how brand jingles influence memory, trust, and consumer perception through sound and emotion, creating lasting connections with audiences.
You are in the backseat of a bike or a car, moving through traffic on a hot summer afternoon. While stopping at a red signal, your eyes meet a giant hoarding showing a small kid and his dad enjoying kulfi together. Now, what are the chances that within 20 minutes, you’ll be at the ice cream parlour?
The percentage that came to your mind is the exact power these billboards and hoardings hold in the world of marketing and advertisements.
Maybe for today’s generation, hoardings are just giant boards showing advertisements, but for 90s kids, they have been a part of our nostalgia, memories, and glorious childhood. From new movie releases to wedding exhibitions to new flavours of toothpaste, hoardings told us what was going on in the market. Hoardings were the ones that kept us updated, and they defined what was trending for us.
But the real question is: Do hoardings still hold power?
Let’s find out.
It is believed that the 80s and 90s were the peak time for hoardings. That was the era of hand-painted movies, political campaigns, public awareness drives, real estate launches—basically everything that needed advertising.
The time without mobile phones made hoardings unavoidable and effective.
The only catch in hoarding advertising was location—the better the location, the better the publicity.
Back in the day, railway stations and bus stops were the best locations for important announcements. Locations near colleges and gaming arcades were key to influencing the younger generation. Billboards near temples and grocery stores were aimed at influencing homemakers.
With the arrival of mobile phones, video platforms became the center stage. At traffic signals, instead of looking at hoardings, people started looking at their phones.
Marketing moved from main roads to mobile screens.
Views, reach, engagement, and clicks became the new currency – and the world became digital, just like that.
Do Hoardings Still Have Holding Power?
To answer that, go back to the first question.
If you choose to go to the ice cream store or even order ice cream from a delivery app, hoardings still work – but not in isolation.
Hoardings give unmatched visibility, but with smart strategies, these views should be smoothly added to the sales funnel.
At Hetarsh Creative Force, we believe in a cohesive approach. Whether it’s hoardings or digital platforms, each holds a specific weightage, but whether they work or not depends entirely on the strategy we create.
To know more about these strategies, check out:
The Art of Building a Content Strategy
So coming back,
Hoardings have their advantages, and when paired with digital marketing, they work wonders.
With 20+ years of experience, at Hetarsh Creative Force, we have worked endlessly to amplify results using hoardings and other forms of marketing.
A deep dive into how brand jingles influence memory, trust, and consumer perception through sound and emotion, creating lasting connections with audiences.
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