MUMBAI: The musical couple Ram Sampath and Sona Mohapatra has slowly been working their way in the industry and making their presence felt in the dead non-film genre by churning singles at regular intervals.

The couple's last single 'Diljale' sung by Sona and composed by Ram earned a fair amount of air-play by the television channels apart from fairing well at the charts   

The couple have also floated their own music production house 'Mint Music' where Sona handles the production department and Ram looks after the creative aspects. Says Sona, "The company is almost a  year old now and has around 3000 commercials to its credit. We have even composed for the international markets. Internet today has changed the dynamics of the industry and we get a lot of work via web."

Out of the several jingles produced by their production house, one of the most popular one is the Tata Docomo jingle. Talking about the brief given for the piece Ram says, "The ad is created by the agency FCB Ulka and I was told after flipping through several options they zeroed down upon me. KS Chakravarthy aka Chax, the national creative director of the agency asked me to make a very active kind of track using the word 'Do'. The jingle was actually pitched against Airtel's epic cinematic verse which is very popular. The idea was to create something that would be catchy and memorable."

The ad uses various voices singing Docomo with instruments playing a role only in the end. Ram himself enounced those different voices. "I did the entire piece in flat half an hour," says Ram proudly 

Mostly it is the video that is shot and then everything revolves around it. But for this ad apart from Ram as the composer nothing else was finalised  

Adding to the conversation Sona says, "The agency head told us that only Ram could have composed such a cutting edge, young, simple, evocative and memorable song. We have had so many people writing in to us telling how much they have liked the piece."         

"Music can be so overpowering not only for films but also in other areas as well. There are no big name Bollywood names in the ad, its only the power of music that has driven it and helped the telecom operator to carve a niche amongst the herd of advertisements flooding the television space," further adds the producer.

The duo is working together for two albums one of which is slated to release in June. They are also planning to release Sona's immensely popular jingle 'Paas Aao Na' as a separate single    

Individually, Ram is busy with Aamir Khan's Delhi Belly and UTV's untitled project with John Abraham apart from composing for various jingles. Sona on the other hand has recently sung a track for Vishal-Shekhar's 'I Hate Love Stories'. She is also busy with her world music album which is scheduled to be completed in a fortnight.

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