Thursday, June 14, 2007

Ulaalaalaalaa oleyo! Ulalalalala leyo!

Ad jingles and ads themselves. After all the heavy stuff that I usually write, it came to me as a relief that I can still write feather stuff.
That Kingfisher jingle evokes so many memories. The earliest one being meeting Dravid in the lounge of a restaurant when this was playing in the background. Then singing it on Laksh's bday. When we won DC. And more recently, when Anand anna went to Puerto Rico :)

Ad jingles are different from regular music. People who create jingles are usually much more creative, less redundant and moreover they can achieve a memory feat with the amnesic also. In the sense, that a good ad jingle must make you think of the product immediately. The idea behind this is that the more you think of the product, the ad jingle will coax you to buy it. It is a strategy that is cleverly based upon human shortcomings in self-control. The Kingfisher ad jingle is probably the best one created in history. Even in the most sophisticated restaurant, go to the restroom and sing ~ Ulaalaalaalaa oleyo! - and 80% of the times someone will think out loud ~ Ulalalalala layo! - almost instantly. It makes you think of a swimming pool and cold water (or beer) immediately.
The quality of Indian ads these days is so pathetic. There is rarely, if ever, a good one. American ones are worse than the Indian ones. Most American ads are only about proving that they are better than their competitor, its never about creativity or making an impact. I haven't seen Indian TV for almost a year now, but in the ones that used to be showing - I liked Coke ads better than Sprite (Pepsi is just real crappy, Fanta is okay, Mirinda is cool), Hutch was good but Airtel caught up and got better (ARR ROCKS!!!), the Anti-smoke campaign with Urmila et al was good, bike ads were total waste wonly and car ads were no better (Maruti had one with a cute Punjabi kid that was nice) and there was this one Greenply ad that I remember distinctly about a kid who starts speaking Tamil that I loved.
I had a friend, Sharu, who used to always wonder how it would be if we had a channel that only showed ads all day. She would like that. I am not sure I would, not in NY atleast.

Since all I have been doing is humming the Ulalalalala layo!, I don't have a poem. But there is a song that I recently came across. I really liked its picturization in Moulin Rouge ~ nice notes and lyrics.

Never knew I could feel like this
Like I've never seen the sky before
Want to vanish inside your kiss
Every day I love you more and more
Listen to my heart, can you hear it sings
Come back to me, and forgive everything
Seasons may change, winter to spring
But I love you until the end of time

Come what may
I will love you until my dying day

Suddenly the world seems such a perfect place
Suddenly it moves with such a perfect grace
Suddenly my life doesn't seem such a waste
It all revolves around you
And there's no mountain too high
No river too wide
Sing out this song and I'll be there by your side
Storm clouds may gather
And stars may collide
But I love you until the end of time.

COLOR: Cherry Red
SONG: Come what may (Moulin Rouge)


Kurian John said...

You should let anonymous critics express their opinion. Else all that will be left will a facade(homeothermicity).

Deepu said...


Hmm... the thing is I would like to know what the critic writes on his blog :) Thats why I asked

SovereignWatcher said...

Few people know that the Kingfisher jingle was lifted from a Konkani jingle which is sung in the same tune except it reads "Ullelalala Ullello. Ullelalala Ullello." which means you repeat the same thing you said earlier. Obviously you do this after you are drunk ;)

Mallya is a konkani himself.