ShodhKosh: Journal of Visual and Performing ArtsISSN (Online): 2582-7472
Punjabi pop music videos as an effective tool of promotion in India Mohit Kumar 1 1 Ph.D.
Research Scholar, Makhanlal Chaturvedi National
University of Journalism & Communication, Bhopal (M.P), India 2 Associate
Professor, J.C Bose University of Science and Technology, YMCA, Faridabad, Haryana,
India
1. INTRODUCTION Punjabi pop music
videos have become quite trendy in recent years and have become quite popular
not just in India but also in different parts of the world like Canada, UK, Australia,
and USA. Rhythmic tunes, peppy music, dance taping bass, energetic lyrics these
are few reasons behind this, visuals & lyrics of the songs often talks
about different Indian & multinational brands, even titles of few songs are
named upon these brands like “Ford vsFarari”, “Lambergini” etc. Showing luxurious
lifestyle by displaying different products is very common in Punjabi music
videos whether it is automobile brands, gadgets, premium clothing, jewelleries,
watches, perfumes etc. Protagonists of Punjabi music videos normally try to
prove their supremacy over others by showing their lifestyle. At times these
songs not just naming or displaying brand name but also displaying &
showcasing the features of the products directly or indirectly as a part of
their song. Lyrics of the song have so many adjectives about the product infused
with foot tapping tune & melodies music. Popularity of
these songs are not hidden from anyone, even some Punjabi songs have crossed
billions of views in less than a year on online video sharing website YouTube.
India’s first song who has crossed the 1 billion views mark on YouTube is also the
Punjabi song “launglaachi”, few other songs like Guru
Randhawa’s “Lahore” & Jass Manak’s “Lahenga” also breach the mark of 1 billion views on YouTube
with this kind of popularity & global reach these music videos can easily
be used as effective tool for brand recognition. 2. Objectives 1)
To
study the effectiveness of Punjabi pop music videos as Promotional tool 2)
To
study influence of the Punjabi song’s lyrics on the youth of the country 3)
To
study the popularity of Punjabi pop music videos 3. Research Methodology Descriptive
Research Design is used for this study. The sampling technique used for the
study was convenient Sampling under Non-Probability Sampling Technique. The
respondents chosen were according to the study. The planned sample framework
was 1000 valid responses to respondents, to get 1000 valid responses researcher
needed to circulate 1128 questionnaires. The tool for collecting the data for
the study was a survey using self-made questionnaires. The study was done in
different parts of the country through online & offline surveys from 13th April 2021 to 13th May 2022. 4. Review of Literature In a research paper titled "Feedback Study on Facebook Live as a
Promotional Tool with Special Reference to Youth of Bhopal", the authors analyze Facebook Live's usefulness in promoting products
and services among young people in Bhopal. Through a survey of 160
participants, they found that most respondents believe Facebook Live to be an
effective promotion tool. Kumar & Amber (2017). Punjabi pop music videos have also been proven to be an effective tool
for product and service promotion, according to a study published in the
Journal of Marketing Research (JMR) (2020). The study found that the use of
these music videos in advertisements significantly increased brand awareness
and recall among consumers. JPM (2020) This can be attributed
to the videos' ability to engage and captivate viewers through colorful visuals and catchy melodies. Kline et al. (2003), Kribs (2018), Pergamit & Veum
(1999) 5. Data analysis and Interpretation Table 1
In Table 1, the age of the respondents is showing. 920 respondents belong to 18-40 years age group which is maximum, followed by 42 respondents which belongs to more than 40 years age group and only 38 respondents belong to less than 18 years age group. Table 2
In Table 2, the gender of respondents is showing that the total number of male respondents is more than female respondents. 564 respondents are male whereas 436 respondents are female. Table 3
In Table 3, the occupation of respondents is showing. 716 respondents are students, 149 respondents are doing private jobs, 71 respondents are businessman, 32 respondents doing government jobs followed by 19 respondents are housewife and 13 respondents are unemployed. Table 4
In Table 4, the Income of the respondents is showing. 625 respondents belong to less than ₹25000 per month salary bracket. 184 respondents have salary between ₹25,000 to ₹50,000 per month. 88 respondents have salary between ₹50,000 to ₹75,000 per month. 32 respondents have salary between ₹75,000 to ₹1,00,000 per month. and 24 respondents earn more than ₹1,00,000 per month. Table 5
In Table 5, it is showing how frequently respondents listening to Punjabi music. 340 respondents often listening to Punjabi music, 269 respondents each responded with always & sometime whereas 115 respondents responded with rarely and 7 respondents never listen to Punjabi music. Table 6
In Table 6, influence of the Punjabi song’s lyrics on the youth is showing. 545 respondents believe Punjabi music influence a lot on youth, 346 respondents believe Punjabi music influence little bit, 83 respondents believe Punjabi music not much influence them & 26 respondents believe Punjabi music not at all influence them. Table 7
In Table 7, relatability of content of Punjabi music is showing. 77 respondents find it too much relatable & 452 respondents find it somewhat relatable whereas 258 respondents find less relatable & 58 respondents find it not at all relatable. Table 8
In Table 8, influence of the Punjabi music on respondents is showing. 292 respondents have less influence & 234 respondents have very less influence whereas 208 respondents have much influence & 91 respondents have very much influence. 175 respondents unable to make an opinion & opted for can’t say. Table 9
In Table 9, Punjabi music videos are good platform for brand promotion is showing.787 respondents agree with the statement in which 213 respondents are strongly agree whereas 78 respondents disagree with the statement in which 4 respondents are strongly disagree. 135 respondents are unable to make an opinion & opted for can’t say. Table 10
In Table 10, respondents purchased any product after watching in Punjabi music videos is showing. 652 respondents never purchased a product after watching it, 144 respondents rarely purchased, 140 respondents sometimes purchased whereas 45 respondents often purchase & only 19 respondents always purchased any product after watching it in Punjabi music video. 6. Findings ·
52.9%
respondents find content of the Punjabi music relatable whereas as 31.6%
respondents didn’t find it relatable. ·
52.6%
respondents have less or very less influence of the Punjabi music
whereas only 29.9% respondents think it have much or too much influence on
them. ·
78.7% respondents think Punjabi music videos are
good platform for brand promotion whereas only 7.8% respondents think Punjabi
music videos are not good platform for brand promotion. ·
65.2%
respondents never purchased any product after watching in Punjabi music
videos whereas only 1.9% respondents always purchased products after watching
in Punjabi music videos. 7. Conclusion The widespread
popularity of Punjabi pop music, particularly among younger audiences, makes
these music videos an appealing choice for advertisers seeking to reach this
demographic. By associating their products and services with popular and trendy
music, advertisers are able to effectively tap into
the appeal and influence of the music to promote their brand. The findings of
the study suggest that while a significant portion of respondents found the
content of Punjabi pop music videos relatable (52.9%), a smaller portion felt that
the music had a strong influence on them (29.9%). However, a
majority of respondents (78.7%) felt that Punjabi pop music videos were
a good platform for brand promotion. In terms of purchasing behaviour, 65.2% of
respondents reported never buying a product on the bases of it’s featuring in a
Punjabi pop music video, while only 1.9% always made a purchase after viewing
such a video. The literature
and data interpretation suggests that Punjabi pop music videos are an effective
tool for publicizing products and services, particularly among younger
audiences. With their ability to engage and captivate viewers and the
widespread popularity of the music, these music videos offer advertisers a
powerful means of promoting their brand. Overall, the results of this study suggest that while Punjabi pop music videos may not have a strong influence on all consumers, they are perceived as a good platform for brand promotion by a significant portion of the population. The results of this study highlight the potential of Punjabi pop music videos as a tool for promotion, but also suggest that further research is needed to fully understand their effectiveness and influence on consumers.
CONFLICT OF INTERESTS None. ACKNOWLEDGMENTS None. REFERENCES Kline, S., Dyer-Witheford, N., & de Peuter, G. (2003). Digital Play : The Interaction of Technology, Culture, and Marketing. Montréal, QC : McGill-Queen's University Press. https://www.jstor.org/stable/j.ctt818w1. Kribs, K. (2018). Review : Popular Music as Promotion : Music and Branding in the Digital Age, 43(4). http://dx.doi.org/10.22230/cjc.2018v43n4a3400. Kumar, M. & Amber, A. (2017). Feedback Study on Facebook Live as a Promotional tool with Special Reference to the Youth of Bhopal, 3(1), 29-36. Eureka Journals. Pergamit, M. R., & Veum, J. R. (1999). What is a Promotion ? ILR Review, 52(4), 581–601. https://doi.org/10.1177/001979399905200405.
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