Original Score vs Hit Song: What Is The Smarter Investment For Advertisers?

As brands look to cut through advertising clutter, the choice between licensing a popular hit and commissioning an original score is becoming an important strategic decision. While familiar songs can capture immediate attention, original compositions offer brands an opportunity to build distinctive sonic identities and long-term recall. Industry experts say the smarter investment ultimately depends on campaign objectives, licensing costs and the value a brand hopes to create over time.

For advertisers, the challenge is not simply finding music that audiences recognise, but ensuring that recognition translates into a meaningful association with the brand.

Arpit Mankar, Head – Non-Bollywood Category, Shemaroo Entertainment, believes popularity alone does not guarantee consumer action. “A popular song does help because people are already familiar with it. They recognise it, and there may be a certain nostalgia attached to it. But I wouldn’t necessarily say that popularity translates into consumer behaviour,” he says.

According to Mankar, the effectiveness of a track depends on the product, how the music is used in the commercial and whether it aligns with the brand’s communication objectives. A familiar song may attract attention, but if the connection between the music and the message is weak, audiences could remember the track without recalling the advertisement.

“The bigger question is whether the song works for the brand or not and what is it trying to communicate,” he adds.

Lloyd Mathias, former marketing head at PepsiCo, Motorola and HP, views the use of popular music as a shortcut to audience attention. A recognisable track can help a campaign stand out, particularly when consumers encounter advertisements while scrolling through social media or watching television.

“Popularity buys you eyeballs and ears,” Mathias says, adding that a song’s existing equity can also rub off on a brand. However, he believes original scores have a stronger role to play in building lasting brand recall.

Can original scores build stronger brand recall?

While hit songs offer familiarity from the outset, original compositions allow brands to develop an audio identity that audiences can associate specifically with them. The distinction lies in the time required to build that recognition.

Mankar points out that original scores can create lasting recall, but brands must invest in building familiarity with the music. Unlike an established hit, a new composition does not come with an existing audience connection.

He cites Shemaroo FilmiGaane’s campaign following its YouTube channel crossing 75 million subscribers as an example of how music can connect with audiences across generations. The campaign used “Chala Jata Hoon, Kisi Dhun Mein” alongside the line, “Safar alag, kisse alag… Gaane aaj bhi wahi”, highlighting how the same song can hold different meanings for listeners at different stages of their lives.

The continued discovery of older songs through Instagram Reels and other social media platforms further demonstrates the longevity of music. A listener might encounter a track in a short-form video and subsequently seek out the original recording on YouTube, giving the song renewed relevance beyond its release period.

For brands, this enduring cultural familiarity can be an advantage when licensing a hit. It can also deliver immediate creative cut-through in competitive categories, particularly when campaigns are focused on revenue-driven key performance indicators (KPIs).

However, Mathias believes that a distinctive original score can become a valuable brand asset when used consistently over time.

“If you look at the Intel jingle or Netflix’s sound, these are custom-composed audio identities that have achieved long-term recognition and durability,” he says.

For brands willing to invest in building that association, original music offers the possibility of creating a recognisable sonic identity that extends beyond an individual campaign.

When does licensing a hit become less cost-effective?

The decision between a hit song and an original score also involves considerations beyond the initial price of the music. Licensing costs depend on factors such as usage rights, platforms and campaign duration, while original compositions require investment in creation and the time needed to establish audience recognition.

Mankar says the decision should be guided by how long a brand intends to use the music and what it expects the campaign to achieve. For a short-term campaign seeking immediate attention, a popular song may be the more effective option. For a brand planning multiple campaigns over an extended period, an original score could help build familiarity through repeated exposure.

However, he cautions against assuming that original music will invariably be cheaper.

“If a particular hit song works very well for the campaign, then licensing it could be the better option. There isn’t a fixed rule here. The brand has to look at the cost, the intended use and what it wants the music to achieve before deciding which route to take,” Mankar says.

Mathias similarly sees long-term use as a key consideration. A well-known song licensed for an extended period may gradually become associated with the brand, strengthening recall. Alternatively, commissioning a recognised composer to create a distinctive theme can help establish a sonic identity with enduring value.

The challenge, however, is that original music requires a longer investment horizon. With many advertising campaigns designed around short-term objectives, borrowing cultural relevance through an established or trending track remains an attractive choice for advertisers.

A shift from borrowed popularity to owned sonic identities?

The debate is not necessarily about choosing one approach over the other. Popular songs can help brands capture attention and connect with existing cultural associations, while original scores offer greater scope to develop a distinctive and consistent audio identity.

As Mathias notes, the industry has not moved entirely towards original compositions. Advertisers continue to rely on popular hits for immediate impact, even as interest in bespoke recordings and unique sonic identities gradually grows.

Ultimately, the smarter investment depends on whether a brand is prioritising immediate visibility or long-term recognition. A hit song can bring an audience to the advertisement, but its effectiveness depends on how closely it connects with the brand’s message. An original score, meanwhile, gives the brand an opportunity to build an association that can strengthen with every use.

For advertisers, the real measure of success is not merely whether consumers recognise the music, but whether they remember the brand behind