In India, music provides a unique branding opportunity.
 
"Tandurusti ka raksha karta hai lifebuoy, lifebuoy hai jahan tandurusti hai wahan�� the jingle has been abandoned years ago, but it still rings in the minds of those who have grown up on it.
 
"Badal rahe hai hum yahan, yeh zameen yeh aasman, naya hai kal, hamara aaj, naya hai aaj, naye bharat ki naye tasveer �� Hear these words and Bajaj comes to mind.
 
"Kuch khaas hai ham sabhi mein, kuch baat hai ham sabhi mein, baat hai, khaas hai, kya swaad hai zindagi mein ...� No prizes for guessing the brand" Cadbury Dairy Milk.
 
"You and I in this beautiful world, green grass, blue skies, in this beautiful world, you and I ..." and this is the sound of Hutch.
 
Just imagine Mozart's 25th symphony playing and you see watches � Titan watches; think of Shubha Mudgal and her Boondon mein jane kya alag hai and its Alto and AR Rahman's notes that connote Airtel.

These are brand sounds � created by advertising that has left a lasting impression on consumers. There is something special about music and brands � something perhaps unique to India and Indians
 
It is postulated that our ancient seers living in communion with Nature �saw� and �heard� music in many forms and ways. They heard music in the sounds of nature � in the thundering clouds, in the gurgling rivers and crashing waterfalls, in the cries of birds and animals and in the rustle of leaves and trees. These sounds created flutter in their hearts and a feeling of harmony and tranquillity in their minds. So, with joy and thrill, they created the seven basic notes � sa re ga ma pa dha ne sa � from these natural sounds. They then used the permutations and combinations of these notes to create a whole repertoire of ragas that produced in the listener different experiences. Thus was born Indian classical music as we know it today.

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