25 years of A R Rahman’s Airtel jingle: A timeless lesson in branding
A.R. Rahman’s Airtel signature jingle is a masterclass in sonic branding. Spanning 25 years, the five-note, four-second melodybased on the Carnatic raga Sankarabharanam masterfully bridges cultural, linguistic, and literacy barriers by relying entirely on the universal language of emotional, uplifting music. The success of the Airtel theme lies in its neuro-friendly simplicity. It operates squarely…

