AR Rahman at 59: The jingles that shaped India’s brand sound

On the occasion of AR Rahman’s birthday, it is worth looking beyond his iconic film soundtracks to a body of work that reached millions in a different way: advertising jingles.

Before modern concepts of playlists and listening patterns took shape, Rahman’s music was already resonating in Indian homes through television advertisements and radio programmes. These compositions were far more than simple background scores for products; they were pieces of music that people remembered, hummed, and formed emotional connections with.

Through this work, Rahman played a significant role in shaping how Indian brands sounded. Advertising music became less transactional and more human in character. Rather than relying on loud, repetitive hooks, his compositions favoured melody, mood, and restraint. The result was music that blended seamlessly into everyday life and remained relevant long after campaigns had ended.

Airtel’s signature tune

Rahman’s work for Airtel was distinctive for its structural complexity and emotional nuance. Rather than serving as a simple hook, the music conveyed a sense of movement and continuity that aligned with ideas of communication and connection. It became a familiar presence across the brand’s advertising, reinforcing identity without relying on overt messaging.

Titan: A Classical Touch That Became Timeless

The background music that Rahman composed for the Titan brand was inspired by Western classical music and adapted from Mozart’s Symphony No. 25. The tune reflected Titan’s emphasis on craftsmanship and elegance.

MRF Tyres

The jingle Rahman created for MRF Tyres closely aligned with the brand’s core values of strength, performance, and reliability. Energetic and assured in character, the music mirrored the confidence the brand sought to project.

Leo Coffee

Here, Rahman leaned into warmth and everyday rhythm to create music that felt deeply rooted in habit and tradition. The tune merged seamlessly with the brand’s identity, evoking comfort, consistency, and the ordinariness of daily rituals, much like the product itself.

Renault – Re Re Re Raftaar

Rather than being technical or overtly marketing-driven, the tune was light and inviting, helping Renault to be perceived as friendly and welcoming. The upbeat music also suggested that Renault was part of the consumer’s everyday mobility.

While AR Rahman’s film compositions continue to define his public image, his advertising jingles are equally significant, having helped shape the audio identity of brands during a formative phase of India’s advertising industry.