Things of Internet: The natural evolution of brand jingles - Tiktok

Things of Internet
Things of Internet: The natural evolution of brand jingles - Tiktok
By Deepak / Chuck • Issue #120 • View online
While digital marketing has several advantages, I feel like there has been an overdependance on “performance” marketing in the last few years. A natural fallout of this being - there are fewer memorable brands being built. I don’t want to bemoan this too much or romanticise branding too much - it is after all a means to achieve sales itself in the long run.
But it is certainly interesting to see how marketing has fundamentally changed because of this shift. One aspect that I’ve been thinking of is how brands use music less in the form of jingles.

Music x Brands
We all have our favourite brand jingles, especially here in India. Be it Hamara Bajaj, the Airtel tune, Beethoven’s iconic work for Titan… These were all part of childhood, nicely compiled in this epic acapella by AIB during their heydey.
A Tribute To Classic Indian Ads (Full Version feat. AIB & Voctronica)
A Tribute To Classic Indian Ads (Full Version feat. AIB & Voctronica)
Globally, songs / jingles created for brands have been an integral part of marketing, perhaps the best example being…
Coca-Cola, 1971 - 'Hilltop' | "I'd like to buy the world a Coke"
Coca-Cola, 1971 - 'Hilltop' | "I'd like to buy the world a Coke"
And while advertising over the last decade or so has not been bereft of good music, it’s more often a licensed song rather than a track made for a brand. The death of the jingle is conspicuous - just Google up “why are there no more brand jingles”, even mainstream publications have written about it.
This might seem like a bit of an irony given we’re consuming more music than ever before with the advent of streaming, AND that social media, especially TikTok, is increasingly dictating our musical tastes. After all, the hottest social media platform in most of the world unearthed hits like Old Town Road and breathed new life into classics like Fleetwood Mac’s Dreams (while benefiting a juice brand in the process).
Coming back to what I wrote up top - I believe marketing has become boring thanks to an over-reliance on sales-led performance marketing. Humans crave emotion and difference. I’ve written before about how I think branding is more important than ever. And by extension, it’s the ideal time for brand jingles to make a comeback. But not in the TVC way, but in a snappy, short-format, amenable-to-Tiktok kinda way.
Boom, along comes this article:
It’s definitely worth the read. If nothing else, check it out for the examples of TikTok jingles (er, you might need to use a VPN or hunt on YouTube).
A great reference is Eyes Lips Face, a track created for cosmetics brand ELF back in 2019, designed to go viral on TikTok.
iLL Wayno, Holla FyeSixWun - Eyes. Lips. Face. (e.l.f.) (Official Video)
iLL Wayno, Holla FyeSixWun - Eyes. Lips. Face. (e.l.f.) (Official Video)
And by ‘viral on TikTok’ I mean reusability and remixability. Here, this should explain it better than anything I can say:
Eyes Lips Face Challenge - TikTok Compilation
Eyes Lips Face Challenge - TikTok Compilation
The campaign was so successful the song was eventually released on iTunes. It was made by TikTok-specific agency Movers & Shakers. It also spawned a reality series the next year.
Making challenges on TikTok via music is nothing new. Even while it was present in India, the platform saw considerable marketing success for brands such as Pepsi, turning a ridiculous slogan into an irresistible dance…
Top swag step challenge Tiktok | Tiktok India
Top swag step challenge Tiktok | Tiktok India
Even with Tiktok out of the country, it’s hard to imagine that this might not happen on many of the other platforms, especially Reels.
So here are my two takeaways of this entire post:
  • Brand jingles will make a comeback, but they will be more tailored towards Reels/Tiktoks with the intent of getting people to do their own thing with the song.
  • This whole phenomenon is a good example of how brands should really loosen control - instead of fiercly guarding their brand, they should let people have fun with it. That’s another post though for another day.
If you know of any brands - especially Indian - that has created music specific to Instagram Reels or Tiktok, let me know. Will compile and carry them next week.
Oh yes, and speaking of jingles...
One of the finest PSAs of all time. Come on, you know this song.
Dumb Ways to Die
Dumb Ways to Die
It became so popular that:
Phew. The power of music, I tell you.
The updates section
  • Elon Musk… Well, has plans. You’ve probably seen though memes
  • YouTube now has Handles!
  • The CCI slaps a INR 1,338 Cr penalty on Google for abuse of their dominant position (more on this next week - sorry, the updates section was a bit of a rush this week).
  • Homegrown audiobook/podcast platform Kuku FM crosses 2M paying customers - showing that India can and will pay for content, even regional. At ₹399 a year, it’s certainly a compelling proposition.
Campaign update
I earlier wrote about Airbnb’s $10m OMG! Fund (read about that here) and it seems like some weird buildings have indeed come to life. Read an update about the campaign here, or even better… Just explore these unique houses on the site. Wow.
Sure beats a standard issue hotel room
Sure beats a standard issue hotel room
The reads section
Tweets & threads
Wow, just wow.
Countere Magazine
What happens when you ask an AI to generate "Human Evolution."

This is terrifying. https://t.co/pmXneYQA9g
And by now you’d have read many takes and seen many videos about Virat’s innings, but this is something else!
Mihir Vora
#ViratKohli stopped #India shopping yesterday!!

UPI transactions from 9 a.m. yesterday till evening - as the match became interesting, online shopping stopped - and sharp rebound after the match!

#HappyDiwali #indiavspak
#ViratKohli𓃵 #Pakistan https://t.co/5yTHLCLScM
A small plug for a new offering
TL;Dr: Digital marketing / content gyaan. Video calls. ₹3500 per hour. Get a good amount of strat and thinking for less than 10k! BUY NOW! PERFORMANCE MARKETING… Er. You know what I mean :)
Deepak Gopalakrishnan
Nervously putting a new freelance offering out there: Online consulting sessions for digital marketing & content.

Deets below.

(Excuse the self-promo, but a freelancer's gotta hustle and this idea is something I've been thinking of for months)
See you next week!
I actually wanted to add a lot more here - especially thoughts on Twitter - but had to travel over the week. So… Soon!
Have a magnificent weekend, folks!
Chuck
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Deepak / Chuck
By Deepak / Chuck

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