The best hindi jingle ever, according to me, was the one written by Sahir Ludhianvi for Guru Dutt's Pyaasa. Composed by SD Burman and sung by Mohammad Rafi, Sar jo tera chakraye tries plugging an oil massage by Johnny Walker. Why I love it is:
a) The song has a single-minded brand proposition: Lakh Dukhon ki Ek Dava.
b) The target audience is clearly defined - people burdened with head aches and heart breaks.
c) As the product claims to make people feel lighter, the treatment of the song is suitably light-hearted.
d) The performance of Johnny Walker is a little over-the-top, in tune with the rather tall brand claim.
e) The product mention happens twice in the very beginning.
f) And above all, what a memorable tune and cleverly woven lyrics. Naukar ho ya maalik, leader ho ya public, apne aage sabi jukhe hain kya raja kya sainik. Could you better that? I bet my opinionated ass that no Prasoon or Piyush can match this.
Posted by Anantha.