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Tag: Rajeev Raja

  • IAA India partners with BrandMusiq to launch its sonic identity

    IAA India partners with BrandMusiq to launch its sonic identity

    MUMBAI — The International Advertising Association (IAA) India Chapter, the country’s only cross-industry body uniting advertisers, agencies, and media professionals, has partnered with BrandMusiq—Asia’s pioneering sonic branding agency—to launch its sonic identity.

    In a world where brands are increasingly defined by how they make us feel, IAA’s new sonic identity offers a bold and emotionally resonant way to experience the brand—not just see it or read it, but hear it.

    As a part of the collaboration, BrandMusiq has crafted a distinct Mogo (musical logo) and an immersive Mogoscape—a rich sonic environment that reflects IAA’s archetypes: the Hero (courageous, inspiring) and the Creator (imaginative, expressive). Rooted in Indian aesthetic philosophy, the identity draws from the Rasas of Veera (inspiration), Adbhuta (awe), and Karuna (empathy)—echoing IAA’s purpose to lead, uplift, and connect with heart.

    IAA president India Chapter Abhishek Karnani shared,  “IAA has always stood for ideas that move industries forward. With this sonic identity, we now have a new language—one that’s emotionally alive and future-facing. It reflects who we are today and who we hope to become tomorrow.”

    BrandMusiq founder & soundsmith, Rajeev Raja added, “IAA isn’t just an institution—it’s a creative spirit that brings people together across borders and disciplines. The Mogoscape we’ve created is more than a sound—it’s a musical embodiment of courage, curiosity, and care.”

  • 7UP pops with a fizzy new MOGO to refresh your ears

    7UP pops with a fizzy new MOGO to refresh your ears

    MUMBAI: 7UP is turning up the volume – literally. The fizzy favourite from PepsiCo has launched its first-ever sonic identity in India, giving its signature refreshment a catchy new sound. This “MOGO” (musical logo), created in partnership with sonic branding agency BrandMusiq, is more than just a jingle — it’s a crisp, 7-note sonic signature designed to tickle your ears and tap into your emotions.

    India leads the global rollout, with the sound debuting at retail touchpoints in Bengaluru. Coolers in stores will now play this audio cue, making the “sound of refreshment” unmistakably 7UP right at the point of thirst.

    Commenting on the launch, PepsiCo India category lead, Cola and Flavours, Shailja Joshi said, “In today’s dynamic consumer landscape, building a brand goes far beyond the imagery to creating experiences that are instantly felt and remembered. With our new sonic identity, we bring to life the essence of 7UP, refreshing, vibrant, and full of character, in a way that resonates across platforms and cultures. This sonic identity is not just an audio asset, It’s an innovative leap into sensory branding. It will serve as a consistent, emotionally engaging cue that will amplify 7UP’s refreshing spirit wherever our consumers engage with us.”

    Built using AI-powered emotion mapping, the sound blends the crack of a can, a splash of fizz, and a bubbly melody that’s meant to feel like sunshine in a bottle. It’s refreshment you can hear — designed to trigger joy, build memory, and elevate brand recall in today’s scroll-and-swipe culture.

    Talking about the collaboration, BrandMusiq founder & soundsmith, Rajeev Raja said,“For the 7UP global sonic identity, we weren’t just creating a sound, we were bottling a feeling. The rush of freshness, the playful splash, the upliftment you get when you take a sip. The swiftly ascending 7-note MOGO®️ captures all of that in a way that’s light, cool, and instantly recognizable. The MOGOSCAPE (sonic brandprint) was crafted to bring the totality of the brand experience across every ‘Earpoint’. It all comes together to create a consistent and emotionally engaging sonic world for the brand.”

    The sonic ID is set to echo across digital, retail, and experiential spaces — making 7UP not just a drink, but a multisensory experience. And in a noisy world, that’s music to any brand’s ears.

  • Brandmusiq hits a six with Asian Paints in sonic spin on cricket fever

    Brandmusiq hits a six with Asian Paints in sonic spin on cricket fever

    MUMBAI: When cricket season hits India, everyone shows up batsmen, bowlers, brands, and now, basslines. In a pitch-perfect move, Brandmusiq and Asian Paints joined forces to create a rousing, regionally tuned campaign titled Coloursofcricket, turning fan passion into full-throttle soundscapes. Across the country, stadiums weren’t the only places roaring speakers were too. Crafted using the Asian Paints sonic identity, BrandMusiq composed distinct high-energy regional anthems laced with local instrumentation, language, and the emotional cues of each cricket-loving city. Think dhols in Punjab, Carnatic strains from Bengaluru, Mumbai’s bold brass and tutari, Hyderabad’s royal rhythms, Delhi’s street-style beats, and Kolkata’s folk soul, all seamlessly woven into sonic signatures that felt more like musical jerseys than just tunes.

    “India’s relationship with cricket is emotional, but every region expresses that emotion differently,” said Brandmusiq founder & soundsmith Rajeev Raja. “These aren’t just anthems, these are rallying cries, ‘musical jerseys’ for fans to wear with pride.”

    The campaign also drummed up digital participation with a contest encouraging fans to remix, dance to, or creatively express support using their city’s anthem turning passive viewing into creative cheerleading. The result? A campaign where sound met sentiment, and where branding hit a beat fans could move to.

    The Coloursofcricket initiative is a testament to the power of sonic branding done right cutting through the advertising noise, building recall, and fuelling fan pride with cultural authenticity and emotional punch.

    For a country that speaks in many tongues but cheers in one voice, this was the sound of India in surround sound.

  • BrandMusiq crafts sonic identity for Jio BP

    BrandMusiq crafts sonic identity for Jio BP

    Mumbai: BrandMusiq has announced the creation of the sonic identity for Jio BP, a brand that symbolises the collaboration of two industry giants: Jio from Reliance and British Petroleum (BP). The sonic identity, meticulously developed by BrandMusiq, captures the essence of this powerful partnership.

    For Jio BP, leveraging sound as a sensory engagement tool was a natural progression, given its unique blend of technological prowess and experiential expertise inherited from its parent companies. This innovative approach aims to resonate deeply with its customers and stakeholders.

    “The MOGO will build on the core emotions of empathy, dynamism, and innovation, while expressing the confidence in leadership in the mobility solutions market. The sonic identity will become a valuable trademark overtime. It will reinforce trust and inspire loyalty among customers,” said Jio BP CEO HC Mehta.

    BrandMusiq founder and soundsmith Rajeev Raja shared insights into the development of the sonic strategy for Jio BP: “It was truly a privilege to create the sonic identity for Jio BP. We recognized the fact that it was the coming together of two giants, India’s very own Jio from Reliance and the global leader, BP. The Sonic Identity created by BrandMusiq was very optimistic and future-forward even while building in the core emotions of empathy and caring. The sonic graph of the longer MOGOSCAPE expressed the scale, stature, and the soft power of the brand, while the MOGO or ‘musical logo’ summarised the confidence of a leader.”

    To hear Harish Mehta, CEO of Jio BP, discuss the significance of a sonic identity for their brand and to experience the MOGOSCAPE and MOGO created by team BrandMusiq, watch the video here:

  • Sonic branding in practice: A deep dive into the process of creating ‘MOGO’ for leading brands

    Sonic branding in practice: A deep dive into the process of creating ‘MOGO’ for leading brands

    At BrandMusiq, we harness the transformative power of sound to create sonic identities that align with a brand’s core essence and resonate with its audience. Our strategic, industry-spanning process customizes to each brand, mapping customer journeys to identify unique touchpoints, or “earpoints.”

    The MOGO is the sonic summation of a brand’s persona. Musicality is crucial to evoke the desired expressions, which is why we call it a musical logo and not just an audio or sonic logo. What we create is a comprehensive sonic identity system, much like a visual identity but for the auditory senses.

    MUSE: The heart of sonic branding

    Our process, anchored by MUSE (musical strategy exercise), combines Western psychology, Indian classical arts, and modern audio science. This intricate process helps us distill a brand’s essence into a universal sonic palette.

    Step 1: Brand discovery

    In a two–three hour collaborative session, we explore the brand’s DNA, persona, and the emotions it aims to express through sound.

    Step 2: Sonic mapping

    Transitioning from abstract concepts to tangible sounds can be challenging. To bridge this gap, we develop sonic moodboards—audio sketches that help clients identify their brand’s sound zone, ensuring the musical direction aligns with the brand’s persona.

    Step 3: Unveiling the MOGOSCAPE and MOGO

    The culmination of our process is the creation of the master sonic identity of the brand, comprising MOGOSCAPE, MOGO and mini-MOGO. In the digital age, music and sound are as crucial as visual elements in defining a brand’s identity. The MOGOSCAPE, a 60–90 second sound palette, serves as the brand’s sonic backdrop, embedded within which is the MOGO—a concise, distinctive sound signature that captures the brand’s essence in a three second audio cue.

    After finalizing the master sonic identity, we work with our clients to understand the consumer journey and map the various earpoints—audio touchpoints—where the sound will be integrated. This approach creates more opportunities for the brand to be heard, ensuring a consistent and cohesive sonic presence. The MOGOSCAPE allows for content customization, enabling the creation of fresh and new adaptations, all derived from the master sound.

    Sonic identity system: MOGOSCAPE, MOGO, and Mini-MOGO

    Our sonic identity system comprises three main components:

    1. MOGOSCAPE: This 60–90 second sonic palette acts like a visual color scheme for the brand, encompassing various tones and musical elements that capture the brand’s essence.

    2. MOGO: The musical logo, a three-second sound signature, strengthens brand memory and evokes core values and emotions.

    3. Mini-MOGO: A 1.5-second audio cue used for notifications and alerts in digital interfaces, reinforcing the brand’s aural identity in everyday interactions.

    These elements help create a unique sound identity, enhance brand awareness, and foster deeper emotional connections with customers across various touchpoints.

    Real-world applications

    After completing the sonic identity, we create versions or adaptations to suit specific earpoints (or audio touchpoints) and the content theme.

    ·      Vivo: For the in-phone product integration, the ringtone and notification sounds were designed to have a digital feel while maintaining consistency by using the same melodic framework as the MOGO.

    ·      Air India Express: Created an in-flight version of the Air India Express sonic identity to evoke a sense of calm and peace.

    ·      Infosys: Developed unique sonic branding for digital videos, events, and merchandise, tailored to each theme and content.

    ·      HDFC: Implemented a pioneering sonic integration by incorporating the MOGO across all ATMs nationwide, signaling the successful completion of transactions.

    ·      Zomato: Developed sonic navigation cues to provide users with intuitive and engaging alerts throughout the order and delivery process.

    ·      Federal Bank: Established a pan-India presence for Federal Bank by creating versions of the sonic identity for various Indian festivals, reinforcing the brand’s cultural connection and celebratory spirit.

    The power of sonic branding

    Sound reaches the human brain 20 times faster than visuals, enhancing customer immersion and engagement by up to 86 per cent. Research shows that music can improve brand recognition by 46 per cent, and 41 per cent of consumers believe sound is a key element of brand communication. Furthermore, 74 per cent of young adults feel more emotionally connected to a brand thanks to music. With the rise of voice-enabled technology and a global resurgence in audio consumption, there has never been a better time to integrate sonic branding into your brand strategy.

    At BrandMusiq, we transform brand identities from cognitive recognition to emotional connection, ensuring that your brand’s sound is not just heard, but felt. Thanks.

    The article has been authored by BrandMusiq founder and soundsmith Rajeev Raja.

  • Nishant Patil and Bodhisattwa Banerjee clinch winning prizes at Advertising Rocks

    Nishant Patil and Bodhisattwa Banerjee clinch winning prizes at Advertising Rocks

    Mumbai: The second edition of Advertising Rocks, an initiative designed to encourage India’s Advertising, Media, and Marketing professionals to display their musical skills and abilities, kicked off on Day 2 of Goafest 2024. Through Advertising Rocks, individual singers have been encouraged to submit their entries and obtain the chance to entertain audiences at Goafest 2024, South Asia’s largest advertising festival.

    The participants gave stellar performances, enthralling the audiences. The winners were chosen on the basis of jury decision and live audience voting. The winners are as follow:

    Advertising Rocks – Winner – Solo Indian – Nishant Patil from Logicserve Digital Pvt. Ltd.

    Advertising Rocks – Winner – Solo International – Bodhisattwa Banerjee from VML India

    “Our heartiest congratulations to the winners and all the participants. This has been a wonderful platform to showcase the musical talent in our industry. I hope we can make it even bigger next year!” said former BBH CEO and curator of Advertising Rocks Subhash Kamath.

    Havas Media Network India CEO and Goafest 2024 Co-chair Mohit Joshi said, “Advertising Rocks was a big hit this year at Goafest, and the talent demonstrated by all participants has truly impressed us. My sincere congratulations to all winners, and I hope to see more talented performers next year.”

    At Advertising Rocks, four shortlisted performers from each of the two solo categories – Indian and International – showcased their musical talent in front of the esteemed judges: Harshdeep Kaur, Bollywood playback singer; Rajeev Raja, Founder & Soundsmith at Brandmusiq; and Merlin D’Souza, Founding Partner & Principal Composer at Brandmusiq and Music Director. The winners of both categories received cash prizes of Rs 50,000, while the runners-up were awarded with a cash prize of Rs 25,000. All entries were reviewed by Rajeev Raja, Merlin D’Souza, and Subhash Kamath.

  • Harshdeep Kaur to judge Advertising Rocks’ at Goafest 2024

    Harshdeep Kaur to judge Advertising Rocks’ at Goafest 2024

    Mumbai: Goafest’s ‘Advertising Rocks,’ provides India’s advertising and media fraternity with a platform unlike any other. Offering  participants the opportunity to showcase their musical talent, Goafest’s Advertising Rocks is currently in its second season. Raising the bar higher, Goafest 2024 now welcomes Bollywood playback singer Harshdeep Kaur as a judge. Additionally joining Harshdeep will be Brandmusiq founder & soundsmith Rajeev Raja, and music director and Brandmusiq founding partner & principal composer Merlin D’Souza. Nominations for Advertising Rocks can be submitted until Sunday, 19 May 2024.

    Goafest 2024 invites participants to submit their nominations in two categories: Indian soloists and international soloists. Entries received will be shortlisted by Rajeev Raja, Merlin D’Souza, and BBH former CEO and curator Subhash Kamath, ‘Advertising Rocks’. Finalists will be presented with an opportunity to perform for Goafest 2024 attendees in Mumbai and winners will take home prizes up to Rs. 50,000.

    “The Indian advertising and media industry is teeming with talent”, said BBH former CEO and curator of Advertising Rocks Subhash Kamath. “It’s always inspiring for our industry youngsters to perform in front of professionals. Last year we had Papon as one of the judges and this year we have Harshdeep Kaur, who’s a fabulous singer.”

    “Music transcends language, culture, and genre; it’s a universal emotion and given my passion for music, it is an integral part of my life,” said Havas Media Network India CEO and Goafest 2024 co-chair Mohit Joshi. “We were greatly impressed by the talent showcased last year and are incredibly excited to see this year’s performances. Goafest is truly a celebration of creativity, and we are committed to evolving it with new and exciting concepts every year. We encourage all eligible performers to participate and make the most of this wonderful platform to showcase their talent to the industry,” he added.

    Submit your entries for Advertising Rocks here: https://docs.google.com/forms/d/e/1FAIpQLSdUKKIsShHz6YwEc71ap_9-wbK1sIavU2lkShgd9-HBhq0row/viewform

    Presented by The Advertising Agencies Association of India and The Advertising Club, Goafest 2024 is scheduled to take place on 29, 30 and 31 May, 2024 at The Westin Mumbai Powai Lake, Mumbai.

  • L&T Finance Ltd unveils TVCs for the launch of ‘The Complete Home Loan’

    L&T Finance Ltd unveils TVCs for the launch of ‘The Complete Home Loan’

    Mumbai: L&T Finance Ltd. (LTF), one of the leading retail financiers, introduces its latest TV commercials, set to revolutionise the way people perceive home loans. Titled ‘The Complete Home Loan’, the TV commercials combine witty humour with relatable scenarios to create situations that are entertaining as well as informative, with the tagline, ‘Kum Nahi, Complete.’

    The company has launched a series of three TV commercials, with first commercial introducing the customers to ‘Home Décor Finance’ and the second and third introducing the customers to benefits such as ‘digitised process’ and ‘dedicated relationship manager’.

    The company has also launched its sonic brand identity by unveiling a musical logo that reinforces the company’s purpose: ‘retail, digital, and sustainable’. The musical logo is created with a harmonious blend of melodies, rhythms, and tones that reflect the Company’s attributes, core values, emotions, and brand personality.

    LTF chief marketing officer Kavita Jagtiani said, “We are building futuristic digital solutions by integrating technology across all our customer touchpoints. With the launch of our first-ever campaign, we are excited to present ‘The Complete Home Loan’ proposition that is set to meet customers’ expectations while addressing their needs. Our well-designed offerings like Home Décor Finance, Digitized Process, and Dedicated Relationship Manager inspired us to introduce the ‘Kum Nahi, Complete’ tagline which promptly communicates to customers that they should not settle for less. Furthermore, we have also incorporated an essence of our newly launched Sonic brand identity into this campaign. It is a musical expression of our brand’s purpose and will continue to foster consistent engagement and a heartfelt connection with our diverse 2.3 crore customer base.”

    The TV commercials have been created by Dentsu India. Speaking at the launch, Dentsu Creative India CEO Amit Wadhwa said, “Our TV commercials are meticulously crafted to connect with the audience by showcasing everyday life situations in an amusing way. By delving deep into introducing the protagonist as a relatable person in the scenarios and making clever use of mnemonics, we aim to not only entertain but also communicate key product offerings and make our campaign memorable. The journey we’ve embarked upon with LTF has been incredibly fulfilling, and we look forward to co-creating such impactful campaigns in the future.”

    The company has launched an integrated marketing campaign (IMC) across cities like Mumbai, Delhi, Chennai, Hyderabad, Bengaluru, Kolkata, Jaipur, Ahmedabad, Pune, Chandigarh, and Surat. The Sonic brand identity will be a part of this IMC. As part of the campaign, the company is one of the co-presenting sponsors for IPL, and the TV commercials are being streamed on Jio Cinema (Connected TV) during IPL matches. The Company will advertise on prominent news channels during the pre-election results and on poll counting days. In addition, the company is also conducting several initiatives like influencer marketing, outdoor hoardings, on-ground events, and leveraging its social media channels.

    Speaking at the launch of the company’s musical logo, BrandMusiq founder Rajeev Raja said, “Developing the Sonic identity for a leading financial services brand like LTF was a wonderful experience. We feel proud to note that the LTF MOGOSCAPE will now be used across all digital and physical touchpoints as well as the core communications of the brand. Additionally, our exploration of folk variations within the Sonic palette ensures genuine resonance with the communities that LTF serve through their extensive feet-on-street workforce. We are confident that it will elevate LTF’s customer experience with consistent engagement across platforms.”

  • Saffola Gold launches a new ad film ‘Power of 3’

    Saffola Gold launches a new ad film ‘Power of 3’

    Mumbai: Saffola, a legacy brand synonymous with healthier living and heart health has launched a new ad film introducing the enriching “Power of 3” – the good balance of MUFA and PUFA, Antioxidants and Vitamins – present in scientifically formulated Saffola Gold Oil, making it a smart and convenient choice for people who want to make a positive change towards a healthier lifestyle.

    The TVC aims to promote the adoption of better practices and a healthier lifestyle by taking a “Roz Ka Healthy Step” to prevent the early onset of health issues that are typically experienced at the age of 60, arising now at the age of 40. It is widely known that diet is a major factor responsible for maintaining good health. Hence, it becomes critical to not just consume oil in moderation but also to choose the right oil to prepare daily meals for a healthier lifestyle.

    Conceptualized by Mullen Lintas, the TVC opens with a young 40-year-old man sharing the news of his promotion as the CEO with his family. Playfully, the father remarks on his son’s early achievement at 40, instead of the traditional 60. To this, the concerned sister points out that success can bring stress, potentially leading to health issues usually observed in individuals in their 60s, causing the elderly mother to worry.  However, the mood lightens when the wife reassures everyone that their daily meals are prepared using Saffola Gold, thus making their food healthier and contributing to their well-being.

    Watch the video here:

    The introduction of a joyful and light sonic identity created by BrandMusiq is a refreshing addition crafted to evoke feelings of care and reassurance through the Shanta Rasa and confidence through the Veera Rasa – values that the brand has stood for since its inception. The soothing melody created using various instruments and concluded with the sound of a healthy heartbeat conveys the brand’s commitment to care and nurturance towards its consumers’ health.

    Speaking about the campaign, Marico Ltd CMO Somasree Bose Awasthi said, “As a health-centric legacy brand, we’ve always prioritized consumer health. We are committed to educating them on the effectiveness of building lasting habits for healthier living including a balanced diet and an active lifestyle. The new ad reflects the brand promise and commitment towards the well-being of its consumers by encouraging them to take “Roz Ka Healthy Step” and the unique sonic identity brings with it a fresh promise of care and nurturance.”

    Echoing his thoughts, Mullen Lintas CCO Ram Cobain said, “In today’s fast-paced, high-pressure world, success often comes at a price, Our health. Young people are falling prey to conditions that were once seen as afflictions of old age. Our creative idea was to land this serious insight with a ‘lightness’ of touch, pretty much like how the oil is. Truth is, while there are many external stressors beyond our control, the one big step we can own (and take) to mitigate risk, is the small one of choosing the right cooking oil. And if good health is made mostly in the kitchen and not in the gym, then the tastiest way to get healthier is with Saffola Gold.”

    Speaking about his experience in developing the sonic identity of Saffola, Soundsmith BrandMusiq founder Rajeev Raja said, “It was fantastic to create a sonic identity for a brand as iconic as Saffola. The client ask was to ‘positivise’ heart health in sonic terms. Using our unique brand process, we created a MOGOSCAPE® that was optimistic and cheerful yet balanced with the right amount of caring and reassurance. And of course, a MOGO® (musical logo) which had a strong melodic hook and was signed off with the unmistakable sound of a healthy heartbeat!”

  • Subhash Kamath joins BrandMusiq board of directors

    Subhash Kamath joins BrandMusiq board of directors

    Mumbai: BrandMusiq, the pioneering audio and sonic branding agency in India known for its innovative approach to creating signature sounds for brands, is pleased to announce the appointment of Subhash Kamath to its board of directors consisting of Rajesh Patel, Hari Marar and Safir Anand. With nearly 40 years of experience in the advertising industry and a profound passion for music, Subhash Kamath brings a wealth of strategic insight and creative vision to his new role at BrandMusiq.

    Besides being on the Board, Subhash will work closely with founder, Rajeev Raja and co-founder, Ajit Varma to help build and market the BrandMusiq brand across geographies, as well as contribute to the Creativity and Innovation initiatives being set in place to propel BrandMusiq into becoming a leader in the digital environment.

    In a rich career spanning 36 years across top agencies like Ogilvy, Trikaya Grey, Bates, Publicis and BBH, Subhash held top leadership positions as well as that of being a CEO for 17 years. Subhash has been instrumental in leading strategic initiatives and driving growth for both Indian and multinational clients. His track record of success includes spearheading mergers and acquisitions for WPP and founding organizations like BBH in India, solidifying his reputation as a visionary leader in the industry. Subhash is currently working as an independent brand consultant and a mentor.  

    Beyond his illustrious advertising career, Subhash Kamath is also an accomplished musician, having served as the lead singer and guitarist of the band ‘Wanted Yesterday’ alongside Rajeev Raja, founder of Brand Musiq.

    Commenting on Subhash Kamath’s appointment, BrandMusiq founder  Rajeev Raja expresses his enthusiasm. “Subhash’s extensive experience and deep understanding of the advertising landscape make him an invaluable asset to BrandMusiq. His passion for music and proven track record of strategic leadership align perfectly with our vision of redefining the auditory landscape of branding. I have long admired Subhash’s work and am thrilled to welcome him to the BrandMusiq family.”

    Subhash Kamath, in his statement, said, “I’m a fan of brands. And nothing excites me more than helping take brands into the future. In this fast-paced digital world of consumers, sonic branding is becoming an imperative for brands seeking to create stronger emotional connections. And BrandMusiq has been doing some cutting edge work in this space. Given my love for both brands and music, I’m just delighted to be part of this amazingly talented team.”

    Rajeev Raja and Subhash Kamath share a mutual appreciation for each other’s work, having known and admired each other’s contributions to the advertising and music industry over the years. Their shared vision and commitment to excellence make them a formidable team poised to lead BrandMusiq into its next phase of growth and innovation.

    As the first and leading audio and sonic branding agency in India, BrandMusiq remains committed to pushing boundaries and setting new standards in the field of sonic branding. With Subhash Kamath on board, BrandMusiq is well-positioned to continue its mission of creating impactful sonic identities that resonate with audiences worldwide.