Jingle All the Way: The Sounds That Made Indian Advertising Sing

You know your brand has achieved true saliency when consumers remember something distinctive about it — maybe a colour, a mascot, or a tune.

Some of India’s most talented music directors and playback singers — from *A. R. Rahman to Shankar Mahadevan *— began their journeys through ad jingles that shaped our collective memory.

Though it wasn’t easy to narrow it down, here are my top five all-time favourites.

1. Limca — “Yeh Nok-Jhok, Shararatein Hain…”
An absolutely melodious tune with lyrics that exude the freshness the brand wished to communicate. It’s my favourite jingle — and even my caller tune.

2. Hutch — “You and I, in this Beautiful World”
A simple, soothing melody paired with the boy and his pug — a masterclass in emotional branding.

3. Bajaj Bulbs — “Jab Main Chhota Bachcha Tha…”
A nostalgic gem from the Doordarshan era. The association with Bajaj remains strong even 25 years later.

4. Close-Up — “Paas Aao, Paas Aao”
A jingle that captures the brand’s youthful, refreshing spirit. Used across decades, it continues to bring energy and charm to every campaign.

5. National Literacy Mission — “Purab Se Surya Uga”
A beautiful composition with heartfelt lyrics that remind us of a time when government campaigns carried real soul and purpose.

Of course, not making it here — but always on my favourites list — are the jingles from Cadbury, Nirma, and Doodh Doodh from Operation Flood.

And no list could ever be complete without mentioning the iconic “Mile Sur Mera Tumhara” — a timeless collaboration between Suresh Mallick and the legendary Piyush Pandey that still unites India in one voice.

Closing Reflection

Music builds memory in a way visuals can’t. A few notes can transport us back decades, to a feeling, a moment, or a melody that once defined an era. That’s why jingles aren’t just ad tools — they’re emotional archives.