Memory Hooks

Some brands become famous because of catchy tunes or a sound effect used at the end of the spot. Just by listening to the tune you can recall the brand being advertised. The signature tunes of Airtel, Titan, Nirma, among others, are famous examples of this.

“The secret of a good advertisement commercial is to ensure that it has a good memory hook which people can never forget. It could be in the form of a sound effect, catchy jingle or tune, a striking visual effect,  a striking action or even a celebrity” said  a successful director of several advertising commercials.  He was famous in his times for the success of brands like `Regaul Blue  powder and  Rasna . Who can forget the memorable `Chottu Neelam Doi…` advertising commercial featuring Kushboo which made a big success of the Regaul Blue brand . `I love you Rasna` series of spots  were also produced by him. In the same vein you cannot forget spots with catchy lines like `Boost is the secret of our energy` or ` I am a Complan boy`.

Many brands also use memorable caricatures which get deeply associated with the brands. The oldest example is that of `AIR INDIA  Maharajah`  and the cute baby featured in the Amul Butter series, which incidentally celebrated its golden jubilee recently. Like the famous, ageless `Markandeya` in our mythology, the age of the Amul baby has remained frozen at 5 even after fifty years!  How can you also forget the iconic `Devil` used by ONIDA for over three decades in all their advertisements , who told us that `Owners Pride is the neighbours envy`. In recent years `Vodafone` has made use of caricatures like `Zuzus` to bring memorability to their brand.  The cute `pug`` they used in their spots earlier has made a comeback with its whole family being featured in the latest Vodafone spots.

Today scores of Corporates’ use endorsement of their brands by celebrities.  Hindustan Lever was one of the earliest to use this idea for their `LUX` soaps. For over 80 years they have been using famous film stars of the time to promote Lux . Today modelling for brands has become a major source of income for celebrities ranging from film stars to sports icons. The Big B has been one of the most famous and enduring celebrity endorser of brands- from `pin to elephant` followed by Sachin Tendulkar who is fast being replaced by Virat Kohli.  Our own `Ulaga Nayagan` Kamal Hassan broke his resolve not to model by agreeing to model for `Pothy` range of textiles last year!

`Thanda Matlab Coca Cola` was another  memorable series of commercials featuring Aamir Khan donning the role of characters from different regions to promote the Rs. 5 bottle of Coca Cola primarily aimed at the rural markets, now withdrawn. 
 

In recent years Kent water purifier and the Dream girl of yester years Hema  Malini  have become synonymous. At a session in the Hindu Lit Festival held this year  where she was a guest speaker, a member from the audience asked her if she really used the Kent air purifier,  she responded with a smile that she really used the brand at home.  It is important that the association between the brand and the celebrity is  credible.

Similarly, using clever gimmicks which have no relevance to the brand as memory hooks can very often misfire. The audience will remember the gimmick but not the brand.

This article has  appeared in the Adyar Times issue dt. July 1-7,2018