‘Jingle Genius’ Puts Students’ Brand Recall and Marketing Skills to the Test

Apeejay School of Management, New Delhi, witnessed an exciting blend of music, marketing and competition as Marketing Mavericks organised “Jingle Genius – Hear It. Guess It. Win It” . This interactive activity challenged students to identify well-known brands simply by listening to short snippets of their popular advertising jingles.

The event was organised under the guidance of Faculty Coordinator Dr Shubhra Bahal, with Ritik, Priyanshu and Tanishka serving as student coordinators. Student volunteers Tanisha and Soumya also contributed to the smooth execution of the activity.

Designed as an experiential marketing activity, Jingle Genius aimed to strengthen students’ brand recall, marketing awareness, listening abilities and quick decision-making skills. By placing audio at the centre of the competition, the activity demonstrated how a simple tune or musical phrase can become closely associated with a brand and influence consumer recall.

The competition saw 40 participants, who competed in teams of four. Each team was played short segments of recognisable advertising jingles and was required to identify the corresponding brand within a specified time. The format tested more than familiarity with popular advertising campaigns; participants also had to communicate quickly with teammates, analyse the clues and arrive at a collective decision under time pressure.

The atmosphere in the room remained energetic throughout the competition. Every jingle triggered a rush of discussion as teams attempted to identify the brand before the clock ran out. The combination of entertainment and competition kept participants engaged while encouraging them to apply their existing marketing knowledge in a practical setting.

The activity offered students an interesting perspective on audio branding, an important element of contemporary brand communication. Familiar jingles can create strong associations in consumers’ minds, making them valuable tools for building brand identity and recall. Through the game-based format, students experienced this marketing principle firsthand rather than simply learning about it theoretically.

Following an engaging contest, three teams emerged as winners. Aryan Solanki, Laxmi, Kanishka Tyagi and Gauri Gupta secured the first position. Himanshu Raghav, Manoj Gautam, Komal and Swati Garg finished second, while Shivam Priyadarshi, Nitesh Rajput, Aditi Suryavanshi and Muskan Salgotra claimed the third position.

Jingle Genius successfully transformed an everyday element of advertising into an engaging learning experience. The activity demonstrated the power of memorable audio cues while fostering teamwork, quick thinking and marketing awareness among students.

With its focus on learning through participation, Marketing Mavericks continues to create opportunities for students to explore marketing concepts beyond the classroom. The club looks forward to organising more innovative and interactive activities that combine knowledge, creativity and enjoyment.