AR Rahman needs no introduction. Last thing that I remember him doing (I dont watch a lot of movies btw) is the new Hero Motocorp jingle. At first I hated it. I thought it was too flowery and too flowing and was a bit of a drag. Neo, on the other hand, loved it from the word go. He even downloaded the jingle and put in his car. I distinctly remember laughing on his face when he first played it.
This week, Hero released their new TVC. Its a montage of "real" people from across the country, singing the jingle. And they are asking people to record their own version of the jingle and get a shot at getting featured in the next TVC. Good idea. But then this is not about the idea. This is about AR Rahman and his mastery. The same jingle that I hated when I heard for the first time, I loved it. Its so brilliant that I want to hum when its playing. I would not mind having it as my ring tone or caller tune. I would love to play this, along with all the other fab tracks I play every morning.
Like all AR Rahman songs, this jingle has grown on me. I dint like it initially but with repeated exposure, rather than getting bored of it, I now like it. With all other composers, you get bored when you hear something repeatedly, most AR Rahman songs, you get more attached to them. Salute to him for cooking this up. And salute to brand managers at Hero for letting this out. And salaam to Neo for identifying the genius when I missed.