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“Jingles” specialists suffer as ad agencies, channels cut costs
MUMBAI: The ad industry’s emphasis on cutting costs seems to be having an impact on the creative aspects of TV (or radio) commercials (TVCs) or background scores of serials. There seems to be a general decline in the “background music” and “jingles” market despite the plethora of TV channels and radio stations.
In an effort to attain better economies of scale, several broadcasters are creating, conceptualising and producing commercials and promos in-house; or “within a closed circle”. Several smaller artistes complain that the 30-second to three-minute commercials, that have been shot, are being repeatedly used for a longer duration of time.
These artistes complain that most of the bigger ad agencies are using licenced stock music that are available with studios such as Glam Slam and production houses Crest Communications or (Prabhadevi in Mumbai). Also, they outsource most of the work from the “Big Five” – established composers such as Louis Banks, Shankar-Ehsaan-Loy and Ranjit Barot amongst others. There is no scope for original work, they say.
In fact, the rates for providing background scores have fallen to Rs 1000 for a half-an-hour episode, say industry constituents, who refuse to work at such abysmally low rates.
“Sometimes, TVCs don’t even have signature tunes – what is commonly referred to as ‘the icing on the cake’. The music is the cake but it needs to be embellished,” says an irate composer on conditions of anonymity.
Alan Kunder, who has worked with several top agencies such as Ambience, says: “The boom time or the ‘jingles/Title Track (For TV Serial)/Audio Visuals phase’ was between 1993-99. At present, there is no scope for artistes who don’t invest in costly equipment such as a laptop or samplers. Artistes can manage work without these costly equipment in the case of smaller TVCs but there is no way they can pitch for background scores of 30-minute serials.”
Several smaller players cannot afford to pay the exorbitant charges for leasing out studios – lease that runs into five figures (Rs 30,000 for a 30-second commercial). One of the most popular studios on the ad circuit – Glam Slam – has three studios A,B and C and nearly 1,000 tracks. The studio, which started off with eight-tracks, has been upgraded by investing hundreds of thousands of rupees. At present, a small studio costs Rs 2 million.
DS Mittle & Sons director Brij Mittle says: “We were one of the first production houses to invest in high quality recording studio facilities. There is definitely a slowdown and this trend is disproportionate to the mushrooming of TV, radio channels. The quality of work is bound to suffer if ad agencies persist with the same but few players.”
The above mentioned scenario doesn’t augur well for infusing fresh talent into the industry and creativity is bound to suffer.
NEW DELHI: Hamdard Laboratories gathered a cross-section of India’s achievers in New Delhi on Friday, handing out the Hakeem Abdul Hameed Excellence Awards to figures who have left their mark across healthcare, education, sport, public service and the arts.
The ceremony, attended by minister of state for defence Sanjay Seth and senior officials from the ministry of Ayush, celebrated individuals whose work blends professional success with a sense of public purpose. It was as much a roll call of achievement as it was a reminder that influence is not measured only in profits or podiums, but in people reached and lives improved.
Among the headline awardees was Alakh Pandey, founder and chief executive of PhysicsWallah, recognised for turning affordable digital learning into a mass movement. On the sporting front, Arjuna Awardee and kabaddi player Sakshi Puniya was honoured for her contribution to the game and for pushing women’s participation onto bigger stages.
The cultural spotlight fell on veteran lyricist and poet Santosh Anand, whose songs have echoed across generations of Hindi cinema. At 97, Anand accepted the honour with characteristic humility, reflecting on a life shaped by perseverance and hope.
Healthcare honours spanned both modern and traditional systems. Manoj N. Nesari was recognised for strengthening Ayurveda’s place in national and global health frameworks. Padma shri Mohammed Abdul Waheed was honoured for his research-backed work in Unani medicine, while padma shri Mohsin Wali received recognition for his long-standing contribution to patient-centred care.
Education and social development also featured prominently. Padma shri Zahir Ishaq Kazi was honoured for decades of work in education, while former Meghalaya superintendent of Police T. C. Chacko was recognised for public service. Goonj founder Anshu Gupta received an award for his dignity-centred rural development initiatives, and the Hunar Shakti Foundation was honoured for empowering women and young girls through skill development.
The Lifetime Achievement Award went to former IAS officer Shailaja Chandra for her long career in public healthcare and governance, particularly in the traditional systems under Ayush.
Speaking at the event, Hamdard chairman Abdul Majeed said the awards were a tribute to those who combine excellence with empathy. “These awardees reflect Hakeem Sahib’s belief that healthcare, education and public service must ultimately serve humanity,” he said.
Minister Seth struck a forward-looking note, saying India’s young population gives the country a unique opportunity to become a global destination for learning, health and wellness by 2047.
The ceremony also featured the trailer launch of Unani Ki Kahaani, an upcoming documentary starring actor Jim Sarbh, set to premiere on Discovery on 11 February.
Instituted in memory of Unani scholar and educationist Hakeem Abdul Hameed, the awards have grown into a national platform that celebrates those building a more inclusive and resilient India. For one evening at least, the spotlight was not just on success, but on service with substance.
