BrandMusiq launches retail app ‘Soniqspaces(R)’ for Nexus Malls

BrandMusiq, India’s pioneering sonic branding agency has created a new sonic identity and retail soundscape for Nexus Malls’ portfolio of malls in India. Nexus Malls is the fastest growing Retail Real Estate company in India with 5.5 million square feet of retail space across 7 cities. All this in a mere 2 years.

Recognized as the pioneers of bringing the concept of a Sonic Identity to India, BrandMusiq expresses a brand’s essence by applying the science of sound and the art of music. MOGO® or ‘musical logo’, a proprietary sonic identity model created by BrandMusiq is connecting with millions of consumers every day at a deeper, more subliminal level across several consumer brands.

Sonic branding is about building a relationship between a brand and its consumers similar to the role that a national anthem plays to represent a country brand or a hymn to express the tonality of a religion. Nokia's ringtone, Intel's four-note bongs, McDonalds' "I'm lovin' it" are all masterpieces of sonic branding and could be seen as the genetic evolution or the 21st Century offspring of the jingle.

As part of the mandate for Nexus Malls, BrandMusiq has developed the ‘master’ MOGOSCAPE® and MOGO® for the Nexus Malls brand franchise which will be applied across all brand related sonic expressions including activation, advertising, digital, social media and retail spaces.

Commenting on the initiative, Dalip Sehgal - CEO, Nexus Malls (A Blackstone Company) said, “At Nexus Malls, it has been our constant endeavor to deliver the same unique experience across all malls in our portfolio. To deliver this unique experience, we came up with Nexus ONE. Under Nexus One, we will attempt to tap in to the five senses of our patrons and strive to deliver this Nexus experience. The first step in that direction was to have our own music identity and BrandMusiq has helped us curate that. We are delighted to partner with them in the process of curating our Musical Logo. We have already implemented the music across our portfolio of malls and we are delighted with its response.”

Rajeev Raja, Founder, BrandMusiq said, “We are very excited to have created the sonic identity for Nexus Malls. Designing bespoke, brand-owned sound for the retail experience is still in its nascent stages and we applaud Mr. Dalip Sehgal and the team at Nexus for being one of the early adopters in this field. 'SoniqSpaces®' the app that we have developed exclusively for retail/experiential spaces, will be used to roll out the new sonic identity across every mall managed by Nexus. This creates a new platform for our MOGO® to touch many new consumers’ lives every day, in a meaningful, consistent manner.”

Sonic Branding is the strategic development of a brand’s unique audio assets leveraged consistently across many brand touchpoints. Sound is used to reinforce brand identity, which is often done using other mediums such as visuals, jingles and taglines. However, the shift towards sonic branding has brought about a revolution within the branding industry. Sonic branding goes way beyond jingles to tap into areas, which were earlier, missed by brand strategists. When these strategists noticed that consumers remembered simple jingles, it opened up a whole new avenue for music and branding.

BrandMusiq's contribution in creating a lasting music asset comes from 3 distinct yet converging core strengths - a strong understanding of the brand, a product that is unique from its inception and a strong desire to partner in creating not just the MOGO® but implement it across assets.


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