While the 1970s and 1980s were mainly jingle-driven, the 1990s and 2000s to a large extent concentrated more on selling concepts. The jingles hibernated for close to two decades. They have reappeared now. AirTel’s Har ek friend zaroori hota hai and Hero’s Hum mein hai Hero have become very popular. AirTel’s jingle meant for young audience and office goers has been given a colloquial feel. Har friend has been kept a hook line. Ram Sampath set it to music. Coca Cola created Umeedon wali dhoop, sunshine wali aasha, written by Prasoon Joshi and composed by Shantanu Moitra.