Jingles, backed with a good idea, do help etch a brand in consumers' minds.

<tr><td><p class='TableClas'></p><P class='TableClas'><DIV CLASS=rightDiv><script language="JavaScript">
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		<script type="text/javascript" src="http://pagead2.googlesyndication.com/pagead/show_ads.js">
		</script> </DIV><p class='TableClas'>The concept is making a comeback with companies like Bajaj, Titan, Kingfisher, Nirma and Airtel using their old jingles enmeshed with new visuals.
</p><p class='TableClas'>So, is the concept likely to bring brand recognition for these firms?
</p><p class='TableClas'>Prasoon Joshi, executive chairman (India) and regional executive creative director (Asia Pacific), McCann-Erickson, says: &#34Today, the entertainment quotient in life has gone up. TV, films, online, ringtones, the options are endless. The shelf life of a campaign or an ad has gone down. The 

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