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.
At Hetarsh Creative Force, one thing has remained constant throughout the years as the best advertising agency in Ahmedabad for over 20 years: every campaign discussion has this one question
“Should we approach a celebrity for the campaign?”
We have two answers for it. The short answer is: yes, if it aligns with your brand story. And the long answer is what we’re going to talk about in this blog.
Let’s quickly understand the facts:
Nielsen’s Global Trust Report says that 70% of consumers trust endorsements from celebrities they admire.
The Journal of Advertising Research published that celebrity endorsement increases brand recall by up to 20%. Just like when Akshay Kumar comes to your screen and says, “Ghar Ka Khana, Ghar Ka Khana Hota Hai.” It connects instantly because he says it and seems to mean it.
TAM AdEx data (2023) revealed that approximately 65% of all TV ads are dominated by celebrity-led campaigns.
So what’s the main reason behind celebrity-based communication working so well?
A familiar face grabs attention within three seconds. And that’s all you need to hook the audience for the rest of the ad.
But It’s 2025…
Influencer marketing has evolved and become a market requirement. Apart from celebrities, influencers, and market experts have their own space in advertising. We do not doubt that.
(If you want to learn more, check out: How Influencers Shape Brands Today).
Here’s the catch: who becomes the face of your campaign depends on the requirement, brand, niche, and end goal.
| Role | Strength | Result | Example |
| Market Expert | Logical persuasion, data-backed trust | Authenticity, authority | Nutritionist, Doctor |
| Influencer | Relatability, peer-to-peer trust | Niche audience, trust | Vlogger, Lifestyle Influencer |
| Celebrity | Mass appeal, instant recall | Wide recognition, aspiration | Bollywood star, TV star, Sports personalities |
To sum it up: when a brand wants to become a household name across India, celebrity endorsement is a time-tested and quick alternative.
Spending crores on a star doesn’t always guarantee success. Sometimes campaigns fail, or even backfire.
TVC should be built on a strong narrative, a brand story that works even without the celebrity. The story should be powerful enough on its own, so when celebrities come in, they amplify the idea rather than carry the whole film.
In the age of social media, a celebrity’s beliefs, ideologies, and perceptions are visible to everyone. It’s crucial to select someone who aligns with the brand’s vision, audience, and values.
Regional connect creates a superior impact. And we all know how amazing it feels when a Bollywood celebrity speaks in our mother tongue. It builds a long-lasting bond, especially when promoting a regional brand.
Today’s generation doesn’t stick to TV anymore; instead, they’re glued to their phones 24×7. So, a concept should be adapted into reels, memes, shorts, and snackable content that grabs attention instantly.
When Saurashtra’s favourite tea brand, Umiya Tea, wanted to expand and build warmth, familiarity, love for tea, and trust across Gujarat, we selected Shivangi Joshi.
Shivangi Joshi ruled TV as Naira for almost four years.
Shivangi Joshi’s Gujarati background helped to build trust and relatability.
Shivangi Joshi’s family-oriented personality showcased togetherness.
For a Saurashtra-specific FMCG tea brand, regional connection and personal ideologies, along with her roles on TV, worked like magic.
At Hetarsh Creative Force, we don’t believe in the “just show the star with the product” theory. We craft campaigns with intent. That’s the reason our TVCs and branding strategies work perfectly in sync – delivering not just visibility, but results.
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.
