Nirma’s decision to refresh its iconic jingle, 'Washing powder Nirma, washing powder Nirma, Hema, Rekha, Jaya aur Sushma,' to 'Tujhsa Hi Nirma Hai,' arrives at a moment when brands are reassessing the role of sound in an increasingly visual and algorithm-driven marketing ecosystem.
The role of jingles has changed over the years. Initially, jingles functioned as central brand-building tools in a largely television-led media ecosystem. With limited channels and high-frequency exposure, brands relied on melody and repetition to drive recall at scale.
Today, jingles operate in a vastly different media environment shaped by fragmented attention, platform algorithms, and short-form content consumption. Rather than long musical narratives, brands are increasingly focusing on short, recognisable sonic cues, often just a few seconds long, that can function across reels, memes, notifications and creator content.
The evolution of jingles in the social media era is also reflected in how creators like Yashraj Mukhate have redefined branded sound. Known for turning everyday dialogue into viral music loops, Mukhate’s collaborations with brands demonstrate how jingles today are often creator-led, platform-native, and built for remix culture rather than traditional repetition.
Back in the days, jingles were central to building mass recall through television-led repetition, but now, within a fragmented media environment dominated by algorithms, audio now has to compete with visual overload to get consumer attention.
Nirma’s move to launch a jingle in a different version prompts a deeper industry question: Has sonic branding evolved into a strategic growth asset for the digital age, or is its impact today largely confined to nostalgia-led engagement?
Rajeev Raja Founder, Brandmusiq observes that jingles are far from dead, but their role has certainly evolved. While classic full-length jingles continue to hold strong nostalgic value, especially for older audiences, having been crafted for mass-reach TV and radio, the emotional impact they carry remains undeniable.
Raja points out that in today’s digital era, consumers interact with brands across multiple “earpoints,” from short-form social content and mobile apps to in-store experiences. In these contexts, traditional jingles often feel too long or rigid to adapt effectively.
“This is where a well-designed sonic identity system becomes crucial, offering flexibility while maintaining the brand’s distinctive audio signature across all touchpoints,” he highlights.
Naresh Gupta, CSO and Managing Partner, Bang In The Middle, emphasizes that while music is effective, its impact depends entirely on how a brand uses it.
“In today’s reel-driven world, music remains a powerful tool. Branded music can create a deep and lasting impression, and even political parties leverage it extensively, which alone speaks volumes,” he notes.
Gupta adds, “In our algorithm-driven era, music continues to generate earworms and enhance memorability. I don’t believe we live in an attention-deficit world; audiences simply choose what they want to watch or listen to. This means brands must work harder to make an impact and capture attention. Look at Netflix, built on a distinctive audio signature that should settle the debate on music’s efficacy.”
Vigyan Verma, Brand Consultant and Founder of The Bottom Line, says Nirma’s new ad isn’t just a simple rehash of the classic; it tells a fresh story, focusing on the contemporary, ambitious woman rather than the product itself.
“The jingle’s refrain is new—‘Tujhse hi Nirma hai’—while the classic line, ‘Thoda sa powder…,’ nods to its heritage,” he explains.
Verma traces jingles back to the radio era, when Vividh Bharti and print were key brand-building mediums for names like Lifebuoy and Vicco. Today, radio mainly supports promotional content, leaving little room for traditional jingles. In video ads, sophisticated storytelling with visuals, product windows, CTAs, and taglines makes conventional jingles harder to fit. While legacy brands like MDH Masala still use them, iconic examples like Nike’s ‘Da da ding’ are rare. Micro-jingles, such as Paytm’s “Paytm karo” have emerged as a flexible alternative.
Alka Vij, Director, Hashtag Orange, says that jingles are very much alive and honestly, they’re doing more than just triggering nostalgia. “Music still has a powerful neurological impact, helping brands land up to 40% higher recall than non-musical communication. That works across age groups, not just with people who grew up on classic TV ads,” he highlights.
Vij pointed out that what’s changed is how jingles are created. In today’s reels-first world, sound often cuts through faster than visuals. Both algorithms and audiences respond strongly to audio hooks. The right sound can spark instant emotional recognition, even before the visuals fully register.
Verma notes that sonic branding has expanded beyond ads (Netflix) to notifications (Zomato), sound boxes (PhonePe), and other touchpoints, requiring short, flexible audio signatures. Legacy brands like Titan and Britannia still leverage decades-old music, while newer brands like McDonald’s and Netflix show the power of consistent sonic branding for differentiation.
“Catchy tunes clearly work, just look at Fa9la, powered by Flipperachi’s music and Akshaye Khanna’s swag. Ultimately, the impact of branded music comes down to creating memorable, earworm-worthy content,” Verma highlights.
Raja emphasizes that Sonic assets deliver both immediate engagement and long-term ROI, but their true value lies in the long-term impact.
He mentions that music has a remarkable ability to reach the subconscious, unlocking an entire brand world within seconds. Our research shows that in as little as three seconds, consumers can feel a brand’s values and emotions through sound alone.
Nirma’s refreshed jingle clearly shows that sound remains a key tool in brand communication. Experts believe that in a media environment dominated by short-form content and algorithm-driven feeds, experts belive thatg strong audio identity can cut through the clutter, create instant recognition, and build long-term recall.
Sonic branding is no longer just about nostalgia it’s a strategic asset that works across platforms, from social media and apps to notifications and in-store experiences. For brands today, getting their sound right is as important as getting their visuals right.
