Gaining much accolades for his latest jingle, Make Life Beautiful, Ram Sampath has been ecstatic of the response he has received. In a fun chat with The Pioneer, he discusses the making, his approach to this jingle and more
Aarti Sreenath
Ram Sampath, a name synonymous with innovation in the Indian music industry, is a composer who has consistently pushed the boundaries of creativity and emotion. With a body of work that spans advertising jingles, film scores, and independent music, Ram’s compositions are known for their ability to capture the essence of a brand or narrative. His latest work on the Make Life Beautiful jingle for Birla Opus Paints is a shining example of his artistic genius, blending the vibrancy of colour with the soul of music.
The story behind the creation of this jingle is one that Ram recounts with passion and fondness. He describes it as one of the most beautiful briefs he has ever received in his career. “As musicians, we dream in colour,” he says, reflecting on the project. The brief wasn’t just about promoting a product; it was about capturing the beauty of wonder, the curiosity of magic and the essence of colour—all deeply connected to paint. For him, this project was more than just work; it was a journey into the emotional landscape that colour can evoke, a rare opportunity to explore the intersection of music and visual art.
His connection to colour and paint is deeply personal, rooted in his earliest memories. He recalls a vivid experience from his youth when he decided to paint his first home studio a bright reddish-pink. His parents and everyone around him were horrified—they thought he had lost his mind. But for Ram, that bold choice of color symbolises something much deeper. It was a statement of creativity, freedom and a break from the conventional. “I’ve always had a strong connection to colour and paint and this project tapped right into that,” he reflects.
The brief for the jingle was centered around the tagline “Duniya ko rang do,” which translates to “Colour the world.” For Ram, this tagline was more than just words; it was an invitation to celebrate life itself. He believes there’s a universal emotion tied to the act of painting, whether it’s a wall, a canvas, or even a room. “I don’t know a single person whose heart doesn’t flutter at the thought of getting something painted. It’s an act of transformation and that’s what made this project so special,” he shares.
When it comes to composing a jingle meant to go viral, Ram emphasises the importance of staying true to classic values while infusing the composition with freshness. “I believe that to create something that touches people, it must come from the heart. If you don’t feel it, how can you expect the audience to feel it?” he asks. For him, the music isn’t just for listening—it’s meant to be sung, hummed and lived with. The idea that people might hum ‘Ooh Opus Opus’ in their daily lives brings him immense joy. “I love the idea that my jingles become a part of people’s lives,” he says, clearly delighted by the thought.
Ram’s approach to creating a jingle often involves crafting a first draft that is more intimate and personal, which then evolves into a more expansive and polished final product.
He describes the first draft as a close conversation—intimate and focused. As the project progresses, the final version becomes more expansive, like opening your arms wide to embrace the audience. Working with Sachin Kamble, the creative director of the agency, was a particularly rewarding experience for Ram. Their visions were so aligned that they never found themselves at cross purposes. He also credits Munna, his long-time collaborator and lyricist, for his ability to distill profound ideas into simple, impactful words. Together, they have worked on many projects, from Sona Mohapatra’s first album to songs for Delhi Belly and Satyamev Jayate. Munna’s contribution to the jingle was invaluable, helping to ensure the final product was both powerful and relatable. When the team reviewed the final project, the feedback was straightforward—just a few minor tweaks and they were good to go.
Staying relevant in an industry as dynamic as music requires an acute awareness of evolving trends, but Ram remains steadfast in his belief that the foundation of any great composition lies in its melody and lyrics. “Melody and lyrics are like the body of a person and the trend, the production, are the clothes. You have to keep track of the latest clothes and the latest trends, but it’s more about perspective—who are you talking to right now? What’s the audience you’re trying to reach?” he explains.
Whether it’s a song like Sajni from Laapata Ladies, which did exceptionally well, or a viral jingle, clarity of mind is crucial. The composition needs a strong melody and simple lyrics that convey something profound yet accessible.
With the Make Life Beautiful campaign gaining millions of views during the ICC World Cup, Ram reflected on the impact such success has on his future work. He understands that each new project begins with a blank slate, requiring humility and a willingness to explore. “You need to have the humility of looking at a blank page and saying, ‘Okay, buddy, any reputation is out the window right now. You have to be answerable to the people and be as truthful and sincere as possible,’” he says. For Ram, each new composition is an exploration, a journey into the unknown, driven by curiosity rather than fear.
Looking back at his career, Ram remains as curious and passionate as ever. Whether working on advertising jingles or film scores, he approaches each new project with a sense of humility and exploration. “The most important thing is to stay true while evolving,” he said. “I’m still the same guy who was trying to make Wadaa Raha and Dil Dooba in Khakee and I’m still curious about what’s ahead.”
As for the future, Ram is excited about several new ventures, including a romantic comedy with Aamir Khan Productions and an upcoming interview with maestro A.R. Rahman. “I’ve been fortunate to have a career that allows me to explore different facets of music and I’m looking forward to what’s next,” he concluded, leaving us eager to see where his musical journey will take him next.
