K. Ramya Sree
There are a few advertisement songs like “washing powder Nirma”, “Dil Mange More”, “Vicco turmeric nahi cosmetic”, and many more that, although decades old, still make you hum to those lines whenever one listens to them. In fact, these ads and their music are so popular that even at clubs, a few bands are trying to include them in their playlist, and mind you, they are making people go all crazy.
Today, we have with us Arjuna Harjai, an Indian composer, singer, and musician who has established a prominent position in the Indian film and advertising industries. Known for his compositions in films like Nikkhil Advani’s Lucknow Central, where he composed three songs, background scores, and soundtracks for trailers and commercials, Arjuna Harjai has showcased his immense talent and versatility.
With a portfolio of over 500 advertising jingles and contributions to a dozen feature films, Arjuna Harjai has established himself as a prominent figure in the advertising and film music domains.
Some of his well-known tunes for advertisements include Dettol Dettol Ho, Amazon Wale, Make My Trip, Havells Shock Laga, Ciaz, Zed Aaj Likhenge Kal, Axis Bank Dil Se Open, Jio Mart, Ambuja Cement Chhatein with Gulzar Saheb, and numerous others. He has recently worked on projects such as Wagh Bakri Chai, Jio Mart Sale, and ILT 20 Kolkata Knight Riders.
He has two YouTube channels: Arjuna Harjai, with 1.2 million subscribers, featuring vlogs, and Arjuna Harjai 2.0, where he hosts engaging podcasts with interesting guests.
This notable polish has also collaborated with renowned music composer Lalit Pandit on projects such as Besharam and Dabangg. Beginning this interview by sharing his association with Lalit Ji, he shared, “My experience working with Lalit Pandit Ji was truly invaluable, especially considering I was at a young age and still navigating my way into the industry. I was introduced to Lalit Ji through a friend, and he graciously agreed to meet me. The very next day, I joined his team. Every day was filled with new learning experiences. We worked on active projects, faced rejections, and created new songs on a daily basis. This routine helped me gain a profound understanding of both the creative and logistical aspects of the industry. One of the most memorable aspects of working with Lalit Ji was our shared lunchtime gatherings. We would all sit together, enjoying our meals while discussing music. It fostered a sense of camaraderie and allowed us to exchange ideas and insights. Another standout memory was when I first met Lalit Ji. He asked me if I could play an instrument, and I mentioned that I played the piano. In response, he invited me to play the upright piano in his studio. I immersed myself in the music, improvising and thoroughly enjoying the process. At one point, I completely forgot that he was there, and when I stopped, I immediately apologised, Lalit Ji appreciated my style and invited me to join the team the following day.”
Beyond his musical endeavours, Arjuna is actively involved in his music school based in Mumbai. Alongside paid classes and workshops, they also conduct several free workshops for underprivileged individuals. He finds it difficult to choose between film music and advertising music because both require a different mindset and approach. Whether it’s composing for a feature film or crafting an advertising jingle, his passion lies in the world of music.
His collaborations with renowned artists such as Arijit Singh, Divya Kumar, Jonita Gandhi, Neeti Mohan, and Sunidhi Chauhan have been an incredible experience. Each artist brings their unique style and approach to the music, resulting in a valuable exchange of knowledge and creativity.
Composing music for films and ads is way different. Explaining further about the process, he shared, “As a media composer, I have trained myself to seamlessly switch between the “ad mode” and “film mode” as per the project’s requirements. Choosing between film and advertising music is akin to choosing between my left and right eyes—both are essential to me. Ultimately, what matters most to me is the opportunity to create music. Each domain presents its own set of challenges, pushing me to be versatile and adapt to different creative demands. In advertising, versatility and expertise in various genres of music are crucial. Each brand and campaign have their own unique tone and requirements, and it’s essential to tailor the music accordingly. One day, I may be creating a peppy track to match an energetic commercial, while the next day, I may be creating a soulful melody to evoke emotions. Composing tunes for ad films is a fast-paced and dynamic process that demands quick creativity, versatility, and a deep understanding of different musical genres to effectively capture the essence of the brand and campaign,” he said.
It is the Dettol Dettol Ho commercial directed by Rajesh Saathi, which marked the beginning of his journey and introduced him to the industry.
However, he credits the Chattein campaign for Ambuja Cement as his most cherished work.
Taking us through his music journey, he shared: “I began my musical journey in 2006 when I started learning Indian classical music under the esteemed guidance of Sri Suresh Wadkar ji. Back then, sound engineering wasn’t available as a graduate course, so I made the most of the opportunities that were accessible to me. In 2009, I returned to Delhi and continued my training, eventually reaching the grade 8 level of Trinity College. However, a significant turning point occurred when, on the day of my practical exam, I received a call from a studio to participate in an ad session for the brand Samsung. Instead of taking the exam, I made the decision to seize the opportunity and attend the session. This marked the official beginning of my career in music. By the end of 2010, I had made the decision to move back to Mumbai to further pursue my career as a film and advertising composer. This marked a significant turning point. I have faced the ups and downs that come with pursuing a career in music. The experience has been both challenging and rewarding,” shares the versatile musician, who is grateful for the opportunities and experiences that have shaped him into the composer he is today.
The That is Mahalakshmi composer is currently based in the UK, where he continues to expand his cultural music knowledge and repertoire.
Sharing an exclusive anecdote while working with Arijit Singh, he said, “For recording the song O Soniye, I had booked the studio for the session, and Arijit came to listen to the song. After discussing the brief, he suggested recording it on another day. Later on, I sent him the song, and to my surprise, he recorded it in his own studio and sent me the track. This happened back in 2011, before remote recording became prevalent. It was a remarkable moment that highlighted the importance of being an all-around musician—a singer who understands production, can modulate their voice according to the song’s requirements, and contributes to the arrangement. Witnessing Arijit’s skill and dedication was truly mesmerising. When I asked him for his fee, he responded generously, saying, “How much can you pay?” I offered 45,000 rupees, which was a significant portion of the 100,000 rupees I had allocated for the song. However, Arijit insisted that I keep the money and invest it in the production and mixing of the song. This incident left me speechless, as it demonstrated Arijit’s kindness, support, and belief in my work.”
His breakthrough in Bollywood came with the success of the song O Soniye for the film Titoo MBA, and now he is busy with several exciting projects. Alongside his ongoing advertising projects, he recently completed the original background score for the film Binny & Babba, featuring Pankaj Kapoor and Anjini Dhawan. Moreover, this individual has already ventured into the South Indian industry. “My style of music is a fusion of Indian classical, Carnatic, and Western influences, which can resonate well with the diverse and rich musical landscape of the South. I would eagerly embrace any chance to contribute my musical talents and collaborate with artists and filmmakers from the South Indian industry,” he concluded.
