Mumbai: Country Delight, a dairy brand offering milk products, and kitchen essentials, has launched a jingle that has been composed by music maestro Dr Ilaiyaraaja. The background music will add dynamism to the logo and tagline of Country Delight and bears the distinctive elements of the brand like regional associations and thrusts. The music is being launched in Tamil Nadu, Karnataka, Andhra Pradesh and Telangana.
The jingle will be played in significant markets of Country Delight through various communication channels, particularly, the TVC and radio. The launch of the background score is coinciding with the Ugadi festival and will offer consumers a treat not only for their taste buds through Country Delight’s products but to their ears as well with the apt musical piece by the great maestro himself.
The tune will be the soul of the brand tagline ‘Live Better - Choose Country Delight’ and can be heard in every brand campaign of Country Delight in the key markets of the company in India. The tune conveys the regional attributes and realities of Country Delight since it was born with the idea of being local, being desi and being Indian.
“We are extremely proud Dr Ilaiyaraaja has composed the jingle for us which brings forth the identity of our company and further establishes that Country Delight is the go-to brand for the consumers. We have thriving local and regional connect as almost all our milk and other dairy products are sourced from country’s hinterlands and thus we have a strong regional and desi association. The tune not only underscores this association but also is extremely hummable,” said Country Delight CEO & co-founder Chakradhar Gade.
The new jingle falls under the umbrella of Country Delight’s iconic ‘Live Better’ campaign. As there is a rising need for brands to develop a musical identity, the musical note composed by Dr Illyaraja will add more vigour for Country Delight brand and will also help in making a deeper connect with the consumers. The tune has unique undertones and Dr Ilaiyaraaja, who has created more than 8000 songs in about 1400 films in over 47 years, has used the perfect blend of instruments for it. The tune is also in line with what Country Delight’s values for the consumer and society at large.
Country Delight since inception has been the choice of discerning consumers across the country for natural, fresh and unadulterated products. The new jingle, in a very subtle way, reiterates this fact and has worked very well with all the listeners so far.
