Jingles vs. Reels: How Indian Ads Captured Attention Then and Now
A Nostalgic Journey from Catchy Melodies to Viral Short-Form Videos
Introduction: From Earworms to Eyeballs
If you grew up in India in the ‘90s or early 2000s, chances are you still hum the iconic "Washing powder Nirma!" jingle or remember the heartwarming "Hamara Bajaj" tune. These melodies were more than just ads—they became a part of Indian pop culture. Fast forward to today, and instead of catchy jingles, we have viral Instagram and YouTube reels where brands fight for attention in mere seconds.
So, how did we go from ear-catching jingles to thumb-stopping reels? Let’s explore the transformation of Indian advertising from the golden days of jingles to the era of short-form video content.
The Golden Era of Indian Jingles
Why Jingles Worked
For decades, jingles were the backbone of Indian advertising. They worked because:
Catchy & Memorable: Think of "Vicco Turmeric, nahi cosmetic!"—simple, rhythmic, and impossible to forget.
Emotional Connection: Brands like Bajaj and Cadbury’s used music to evoke nostalgia and national pride.
Mass Reach: Jingles ruled an era where TV and radio were the primary sources of entertainment.
Repetition Equals Retention: Hearing a jingle repeatedly made it stick in consumers’ minds for years, sometimes even decades.
Iconic Jingles That Defined Indian Advertising
Nirma: "Washing powder Nirma!" – a perfect example of how a simple melody could drive sales.
Amul: "Utterly Butterly Delicious" – a slogan-turned-jingle that made Amul a household name.
Liril: The "La la la la" jingle paired with the famous waterfall scene was a masterclass in brand recall.
Fevicol: Didn’t need lyrics, just a tune and visuals that stuck—literally!
But while jingles ruled the airwaves, the digital age had different plans.
The Rise of Reels & Short-Form Video Ads
Why Short-Form Videos Work Today
With shrinking attention spans and social media dominance, Indian brands have shifted their focus from 30-second TV jingles to 10-second Instagram, YouTube, and TikTok reels. Here’s why:
Instant Engagement: Platforms like Instagram and YouTube Shorts favor quick, attention-grabbing content.
User Participation: Unlike jingles, reels allow users to remix, duet, and interact with brand content.
Algorithm-Driven Reach: The right reel can go viral overnight, reaching millions organically.
Storytelling in Seconds: Brands can now convey humor, emotion, and brand value in just 10–15 seconds.
Popular Short-Form Ad Trends in India
Brand Challenges: Brands like Zomato and Swiggy use trending sounds and meme culture to create relatable reels.
Influencer Collaborations: Durex and Boat frequently partner with influencers for quick, witty ad integrations.
Hashtag Campaigns: Remember #ShareTheLoad by Ariel? The modern version thrives on reels where users share their own takes on brand messages.
Jingles vs. Reels: A Side-by-Side Comparison
What Should Indian Marketers Focus on Today?
1. Balance Nostalgia with Trends
Some brands like Fevicol and Amul still use nostalgic jingles but remix them into modern formats. Don’t ditch the old entirely—revamp it for new platforms.
2. Make Reels Shareable
Instead of just selling a product, create content that people want to share—whether it’s humor, emotion, or an interactive challenge.
3. Experiment with Audio & Visuals
The power of jingles was in their tune; the power of reels is in the combination of audio and video trends. Marketers must stay updated on trending sounds and formats.
4. Leverage Influencers
A catchy jingle played on TV; a relatable influencer talking about your brand on Instagram can drive similar recall.
The Future: Will Jingles Make a Comeback?
Jingles aren’t entirely gone—some brands like Nescafé and Maggi have modernized their classic jingles to fit into today’s digital landscape. The real magic lies in blending the old with the new.
Brands that can successfully remix nostalgia with modern formats—whether through reels, interactive campaigns, or hybrid ad strategies—will continue to capture Indian audiences’ hearts (and screens).
Conclusion: The Art of Capturing Attention
From "Hamara Bajaj" to 10-second viral reels, Indian advertising has come a long way. While jingles were all about passive listening and long-term memory, reels are about instant engagement and shareability.
For Indian marketers, the key takeaway is simple: Advertising is not about old vs. new—it’s about adaptation. The most successful brands aren’t the ones stuck in the past or blindly following trends but the ones that know how to merge nostalgia with the now.
So, what’s your brand’s melody in the age of reels? Whatever it is, make sure your audience can’t stop humming—or scrolling!