Regional Music: The Brand Carrier


Nothing connects like music. Advertisement jingles bear testimony to the fact. Than why treat Rural Markets differently? Music is the soul and blood of upcountry living. Groups of people gyrating to earthy rhythms are an everyday sight. Yet, rural markets are strewn with pamphlets and painted red with wall paint. Ironic.

TheAgence Rural Communication Practice has evolved regional music into a charming brand carrier. We develop full blown music albums in regional languages. The lyrics are set in the rural context and reflect the concerns and aspirations of the local populace but with a difference. They position the client brands as the solutions or companions in the joys and sorrows of the lyrics.

So, you find a beloved telling her lover to buy two Airtel connections that will keep them in touch even after she moves to a different town; a student telling his friends how easy the studies have become courtesy DOCOMO phones; a wife asking her husband to buy her a Tata Nano this harvest.

The albums soon replicate themselves with thousands of people copying the CDs or downloading them on the mobile phones. Brand message keeps playing for years in weddings, in restaurants and in local buses long after the activation has moved on.

The power of regional music in spreading brand messages is unparalleled. The ROI magnificent.

To know more about how in-music-branding can help your brand write to Johnney at