In the age of digital ads, viral reels, and OTT storytelling, music is no longer just background noise, it is a brand asset, emotional shorthand, and cultural signal. Yet in India’s buzzing advertising ecosystem, a persistent tension has emerged: should brands lean on Bollywood sync tracks or invest in original music?
On paper, the choice looks simple. Syncing a hit Bollywood song feels like buying instant recall and cultural memory—a shortcut to audience connection. But scratch the surface, and what brands think they’re buying and what they actually gain are two very different things.
Let’s unpack why this matters, not just to CMOs and content heads, but to anyone who cares about creativity, intellectual property, and the evolving value of music in brand storytelling.
The Allure of Bollywood Sync
When a reel uses the latest chart-buster, the dopamine hit is immediate. Viewers smile, bop their heads, and swish to the rhythm almost reflexively. That’s because Bollywood tracks don’t just play, they trigger cultural memory. The song isn’t just music; it’s a conversation.
For brands, the appeal is obvious. A well-placed Bollywood track can:
- Tap into generational nostalgia
- Borrow existing emotional resonance
- Make content feel “mainstream” and familiar
- Seemingly increase engagement at a glance
In a world where attention spans are measured in swipes, syncing a familiar soundtrack feels like strategic marketing.
But here’s the catch: many brands mistake familiarity for meaningful connection.
The Hidden Cost of Sync
Let’s be clear: licensing Bollywood music is not cheap. Rights can cost more than the entire video production budget. And that’s just for basic usage. Premium sync fees, term limits, and territorial restrictions make it even more complex.
Despite the expense, the real risk lies in dependency. When a brand relies on existing hits, it is effectively borrowing someone else’s cultural identity. This can backfire in two ways:
1. Your Brand Becomes a Supporting Act
A song with 100 million streams has its own story—its own heroes, emotions, and associations. When that song plays under your product shot, who is the hero? Often, it’s still the music, not your message.
2. You Pay for Recognition, Not Creativity
Bollywood tracks bring recognition, not brand equity. The audience remembers the song—rarely the brand behind it. The tune becomes the hero; the product is the understudy.
Original Music: The Underestimated Asset
Contrast sync with original music created specifically for a brand. At first, original tracks may feel riskier: unfamiliar to audiences, untested in the market, and requiring additional creative investment.
Yet, original music delivers something sync can’t:
- A unique sonic identity tied only to your brand
- Licensing clarity and long-term ownership
- Flexibility across platforms, formats, and future campaigns
- Emotional precision tailored to your narrative—not someone else’s
In essence, original music is brandable in a way Bollywood sync rarely is. It doesn’t ride on popularity; it creates it.
What Brands Are Really Buying
When marketers choose Bollywood sync, they’re buying popularity currency—a quick emotional shortcut. But when they invest in original compositions, they’re buying brand heritage—a long-term sonic logo, an identity that stays with audiences even after the campaign ends.
Here’s the real trade-off:
- Sync buys attention.
- Original music builds identity.
Attention is fleeting. Identity lasts.
Yet most Indian brands default to sync because it feels safe. Because mainstream pop culture feels like a guarantee. Because it gives the illusion of connection without the labor of creation.
But safe rarely equals effective.
A New Era of Brand Sound
Globally, leading brands are embracing original sonic branding—from custom music scores to adaptive audio identities that evolve with content formats.
Think of iconic audio signatures like Intel’s chimes or McDonald’s “I’m Lovin’ It” jingle. These aren’t borrowed from pop charts—they are owned, licensed by the brand, and instantly identifiable.
In the Indian market, we’re still at the cusp of this shift. But audience sophistication is growing. Listeners are training their ears to detect authenticity—true brand voices, not recycled hits.
The Bottom Line
Bollywood sync can be effective in context—when it enhances the story and aligns with brand personality. But it should never be the default strategy, nor should it be mistaken for creative ownership.
When brands opt for sync, they pay a premium for borrowed fame. When they invest in original music, they create an asset that pays dividends in recognition, recall, and emotional impact.
In a cluttered media landscape where every brand competes for attention, the smarter play isn’t borrowing someone else’s spotlight—it’s creating your own.
Music isn’t just audio. It’s identity.
And brands that understand that will stop chasing charts—and start building legacies.
