Picture this: long day at work, you’re driving home, roads packed with heavy traffic, and a familiar jingle hits your ears: 93.5 RED FM, Bajaate Raho! You forget the stresses of the day, turn up the volume, and sing along the whole 90-second tune while thinking about the radio station and your memories affiliated with it.
So, what just happened?
This was just one example of how brands use music as powerful marketing tools because of its recall ability. In this article, we will dive into more such campaigns and how their soundtracks have become symbolic—turning tunes into emotional triggers that bring brand stories back to life.
Cadbury
Even though Mondelez Cadbury had already won the hearts of millions, their iconic “Kiss Me” song, launched in 2017 for the Cadbury Silk Valentine’s Day campaign, took their emotional branding to another level. The soft vocals, simple lyrics, and easy-going melody perfectly resonated with the brand’s smooth and indulgent image. Today, the song is almost inseparable from the brand—every bite into Cadbury Silk carries the emotional flavor of this iconic jingle.
93.5 RED FM
Out of the many radio stations that accompany us on long drives, 93.5 RED FM is one that has truly left a mark. From playing trendy tunes to interactive Radio Jockeys—they’ve nailed the experience. But it’s their unforgettable jingle “Red FM ki Nayi Dhun” that really sealed their identity. The energetic beats and catchy lyrics made sure the tune lived rent-free in people’s minds for years.
Bingo Tedhe Medhe
Establishing a new brand identity in a culturally rooted region can be a challenge—but Bingo Tedhe Medhe made it look easy. While entering the markets of Eastern UP and Bihar, the brand turned to music as its connection bridge. Featuring regional superstars Kesari Lal Yadav and Shilpi Raj, the jingle became an instant hit. With over 10 million views on YouTube, the campaign did more than sell snacks—it sold a vibe that locals connected with deeply.
Too Yumm
Too Yumm, a health-conscious snack brand, wanted to attract kids and teens—a tricky audience. The solution? A genre-blending banger titled “Hero Ko Jagaao”, combining hip-hop, pop, qawwali, and Tollywood flair. With foot-tapping beats and stylish choreography, the song didn’t just promote baked chips—it became a statement of coolness that resonated across younger audiences, turning them into brand advocates.
Himalaya
As a heritage brand trusted for decades, Himalaya ventured into a more youthful and premium zone with its new lip balm range. To reposition itself while retaining its natural roots, Himalaya launched the jingle “Zara Muskura De”—a song that merged emotional storytelling with a soft, fresh melody. The track, featuring bright visuals and youthful themes, created a gentle yet lasting recall value. It wasn’t just about lip care—it was about encouraging people to smile, naturally and confidently.
Why It Works
Music evokes emotion, and emotion drives recall. In a noisy digital age where brands battle for fleeting attention spans, a catchy, well-crafted tune can linger longer than the best copy or visuals. When brands pick the right genre, voice, or even language, music can do what ads often struggle to do—be remembered.
As more brands look beyond traditional formats, expect to see campaigns where the soundtrack isn’t background—it’s the headline. From jingles to full-blown music videos, audio branding is no longer optional—it’s a must.
So next time a tune gets stuck in your head, ask yourself: is it just a song, or is it a brand speaking to you?
