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Pancham dominates even through the world of Advertisements

October 30, 2010 06:50:15 PM IST
Enkayaar, Glamsham Editorial
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Two jingles currently doing the round of advertisements based on Pancham aka R D Burman's songs of the era when he really was the fusion king, 'Saamne Ye Kaun Aaya Dil mein hui halchal', where a husband has the confidence to serenade her wife, after marriage, the catalyst being the peppy music of Pancham. In the same manner, the advertisement of a Scooty, 'Jaane Do na', where a constable allows a girl to break through the security cordon and run away, with Pancham's music rising to a crescendo in the background, underlines the ability of his songs to create the environment for branding the product.

As a matter of fact the current crops of advertisements being aired have now shifted their background from choosing the songs of sixties to the songs which were trademark of Pancham, underlining the importance of his music among the youth of the present times. Who can forget the evergreen Pancham number 'Hum Jab Honge Saath Saal Ke', now set against the back drop of the cascading promenade of Marine Drive in Mumbai, interestingly, shot in Black and White underlining the importance of old romantic songs to accentuate the continuity of romance even in old times. It is also a telling comment about the songs being made in the present times, which do not form a part of any advertisement jingle as the old songs, more so that composed by Pancham.

There also is an economic reason for selecting an old and popular song for positioning of a brand than spending time, energy and resources to create a new jingle. Besides, the identity with the old song, a popular one, is instantaneous with the possible consumers as they have grown on to it, either in the dance bars, in discotheques or as a ring tone, may be in a remixed form. What is being presented to them through these advertisement campaigns is also a remixed version after all. The effect of resonance that is created through the old and popular songs is an achievement that takes time to be achieved through a new jingle. It facilitates in providing a jumpstart to the campaign and the turnaround time for investments is quite less.

The only issue of concern that needs to be addressed is, whether the royalty of using these songs is being paid to Pancham's family or not. After all, taking shelter behind the pretext of using a remixed version of song would not cut much ice, as the idea of using the songs, though in a remixed version is to sell a product, i.e. commercial usage.

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