BrandMusiq wins a slew of new sonic branding assignments including Vistara, TajMahal Tea and Zee News
BrandMusiq, the country’s first specialized “Sonic Identity’ company has over the last quarter of 2014 won and executed a number of sonic branding assignments for significant brands like Zee News, Vistara- the all new Tata-Singapore Airlines and TajMahal Tea. The company is also working on new assignments Standard Chartered Bank (Global)and the ShapoorjiPallonji Group.
A company founded by two seasoned ad men Rajeev Raja and Mani, Brand Musiq is an advertising agency that creates sonic identities for a brand.With technology providing more direct-ear access to consumers than ever before, sonic branding is increasingly becoming a vehicle for creating brand identity, differentiation and high recall value, using the potency of sound and music.
BrandMusiq uses the power of sound and music to express a brand’s soul and create an emotional bond with consumers. Speaking about the fundamentals of sonic branding, Rajeev says, “Music and sound with their capacity to tap impact our ‘emotional brain’ have the potential to reach people almost anywhere, even if one is not particularly paying attention. After all, you don’t have to listen to hear, whereas you do have to look to see.”
BrandMusiq has introduced a new concept in the world of branding, termed ‘MOGO’ meaning ‘Musical Logo’ and ‘MOGOSCAPE’ which surrounds the MOGO and creates the sonic palette of the brand. The MOGO works as a shorthand aid to brand recognition, thereby dialing up the emotion of the brand and acts as a supplement to the logo of the brand.
A revamped Zee News went on air during the first week of December 2014 with a unique channel identity music created by BrandMusiq, titled ‘People’s Hero’. Zee News is the first news channel to have created a sonic logo that differentiates the channel from the plethora of news channels.Using an interesting combination from BrandMusiq’s sound palette, the Zee News MOGO and the MOGOSCAPEestablish the channel as a people-friendly helps transform the lives of people with meaningful news and analysis.
Vistara, the all-new Tata-Singapore Airline is perhaps the first airline in India to consciously develop its sonic identity along with its new visual identity. The Vistara MOGO and MOGOSCAPE captures the essence of the airlines’ positioning of ‘Fly the new feeling’. The Vistara MOGOSCAPE titled ‘Sound of a Cocoon’ transports the flyers from ananxiety-ridden world to a whole new realm of peace and tranquility. One will find the strains of the new MOGOSCAPE across all the consumer ‘ear-points’ from call-hold music to airport pre-boarding announcements, boarding and takeoffand the landing time tracks.
TajMahal Tea revives Indian classical music for a whole new audience. The ‘Wah Taj’ brand gave BrandMusiq a unique challenge of getting the youth to tune into Indian classical music. BrandMusiq created and curated for Taj Mahal Tea India’s first ‘e-bhaithak’ hosted exclusively on the digital platform with Madhuri Dixit hosting a select gathering to an electrifying performance by Niladri Kumar. This first e-bhaithak was premiered on December 20th and has already had over 800,000 views.
Currently BrandMusiq is working on creating the MOGO and MOGOSCAPE for Standard Chartered Bank Plc. for five regions across the world. And in early January the ShapoorjiPallonji Group entrusted BrandMusiq to create a MOGOSCAPE as the Group celebrates 150 years of their journey in creating some of India’s landmark structures.
“The creation of a sonic identity involves a collaboration with the brand owners, arriving at a mutual understanding of the brand, and then crafting a holistic, media-neutral sonic identity which can then be adapted across media”, explains Mani.
‘‘If the whole world were blind, how would your brand be recognized?’’, quips Rajeev.