Ram composed his first jingle when he was 17. Exactly 17 years later, today, he is the proud owner of a production house that not only creates jingles but also promotes promising artistes. Read on as he tells us about his style of working, his understanding of the jingle industry and what gets him going each day.
When did you start composing jingles? Which was the first jingle you composed?
I started composing jingles at the age of 17. I had already worked for a year before that but this was my first break from a proper ad agency. It was three radio spots for Superwrap Aluminium Foil.
What according to you is required to make a good jingle?
A uniquely original perspective, great repeat and recall value, creates warmth and goodwill for the brand.
Describe your experience on working for any of the jingles.
The most recent experience that I can recall is when I was working on the Docomo track. I didn’t have any idea of what I was going to do for a whole week, then suddenly, I had an idea that was so clear, I sang all the voices, recorded all the music and basically, finished the jingle in an hour.
How has the scene changed from the 70s when jingles first made its entry in India?
There’s obviously a lot more focus on production values today, but the basic ethics of collaboration isn’t that different. The biggest difference to me is the fact that today we also have a huge amount of instrumental jingles too.
Words of wisdom for upcoming composers and jingle producers.
Close Up ‘Paas Aao’
Coke ‘Jashn Mana Le’
Hero Honda ‘Dhak Dhak Go’
Lakme Lipstick (feature Yana Gupta)
Thumbs Up ‘Twins’
Videocon ‘Chow Mow’
(These are just excerpts from our exclusive series to feature the people working behind some of the popular jingles you have heard and loved on TV, radio and the internet. To know more about Ram Sampath’s style of working, his favourite jingles and the people he admires in the industry, read the November 2010 issue of AV MAX)