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.
Jab ghar ki raunak badhani ho
Deewaaro ko jab sajaana ho…
Didn’t it feel incomplete?
Let’s try again.
Hema… Rekha… Jaya… aur Sushma…
Sabki pasand…
You know the next words by heart.
You can visualise an entire TV commercial in your head just from a few sounds or a few words.
The visuals. The expressions. The setting. The era.
Isn’t it fascinating?A simple jingle can single-handedly invoke nostalgia, trust, and instant brand recognition.
For years, jingles have been emotional shorthands across the world.
But why are jingles so powerful?
For humans, memories are closely tied to specific sounds and rhythms. According to neuroscience studies, sound activates multiple parts of the brain simultaneously—those responsible for emotions, memories, patterns, and language.
This is also why we often forget:
…but the tune stays.
A good jingle does three very specific things:
That’s exactly why jingles from the 90s era have become part of our popular culture. They were repeated, relatable, and emotionally familiar. They didn’t demand attention – they earned it.
But What About Today?
Today, we live in a very different world.
At first glance, it may feel like jingles no longer belong here.
But the truth is—they do.
The magic of jingles is still very much relevant.
The format has evolved. Jingles today are shorter, subtler, and more minimal. But the purpose remains exactly the same: instant recall.
Sound still reaches the brain faster than visuals.
At Hetarsh Creative Force, with over 20+ years of experience as a leading advertising and marketing agency, we’ve seen jingles evolve in real time.
We’ve seen them adapt to:
But across all these years and changes, two things have remained constant:
Based on this belief, we developed three brand jingles—each relevant to its category, audience, and time.
Namkeen is never just about eating. It’s about sharing—moments with family, friends, and loved ones.
When people snack, they look for:
So instead of exaggeration or loud claims, the jingle focused on what truly matters: real taste and real moments.
“Khao Real, Khilao Real” reinforces authenticity—not just in flavour, but in the experience of sharing food.
Dhana Dal is one of the most loved and widely accepted mukhwas—there’s hardly any debate about that.
So instead of emotional poetry or decorative slogans, we chose authority.
“Mukhwas ka King” is confident, direct, and unmistakable.
It clearly tells you:
Sometimes, clarity creates stronger recall than complexity.
When it comes to beauty soaps, the communication often revolves around special occasions.
But Alife is about everyday beauty—how small moments can make you feel good, confident, and comfortable in your own skin.
While the TV commercial visually communicates this thought, we wanted the same emotion to live in the jingle as well.
“Khubsurati har din” reflects relatability.
It speaks to women in their daily lives—not just on special days.
Platforms will keep changing.
Formats will keep shrinking.
But as long as brands want to be remembered—not just seen—sound will continue to matter.
And that’s the kind of magic that never really fades.
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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Ready to future-proof your brand? Dive into our analysis of the 10 essential content trends for 2025, from short-form video and visual storytelling to privacy-first data strategies and creator-led commerce. Learn how to adapt and thrive.
Ready to future-proof your brand? Dive into our analysis of the 10 essential content trends for 2025, from short-form video and visual storytelling to privacy-first data strategies and creator-led commerce. Learn how to adapt and thrive.
