Do we use our sense to listen to the fullest? There is often a disconnect in what we want to say and what we do say. This is especially true for brands that embark on a journey of creating a distinct personality and miss out on the all- important ‘voice’ of the brand. An identity without sound is incomplete and can often send out wrong messages if your audience doesn’t know what you sound like.
It is this fundamental premise that brings sound consultants Viveick Rajagopalan and Aishwarya Natarajan of Sunoh to the business of sound branding.
Sunoh’s approach to sound branding is unconventional. They push the boundaries beyond simply a sonic logo. Their rigorously researched tool creates what they call the brand’s sound DNA. Capturing every essence of the brand and interpreting it into a sound palette helps= them unlock the brand’s potential to create various sound assets – sound logo, signature, anthem, alerts, music specific assets etc. The aim is to use sound in as many aspects of a brand’s identity and story as possible.
One such project was the sound mapping of Gulliver’s India. Gulliver’s India is a Meta travel site that is built on a social discovery model. In allowing the young social millennial to discover the real India and also be part of creating new stories, Gulliver’s India wanted to use sounds in an interesting way to engage the user.
Sunoh came up with the first-ever sound map that documents the music of India, across 30 regions, using over 200 samples, covering the classical, folk and indigenous music of each region. As one browses through the map, one journeys through the diversity in music across different regions in India.
This mammoth effort took nearly 4 months of research and scouring the length and breadth of the country. The music is authentic, having been recorded live by actual practitioners of the art form, with no programmed elements or contemporary additions. Through the Gulliver’s India sound map, Sunoh has sonified a country, giving sound branding a whole new take. One can now ‘hear’ what a state and regions within it sound like.
Not only does this make for a formidable resource on music and the artists behind them, but also serves as an insight into folklore and history.
Sunoh has also recently finished creating the Yahoo Cricket Song, as a run upto to the IPL. They are exclusive sound consultants to the Yahoo India team, advising and strategizing on new sound initiatives for their cricket brand.
Links: https://gulliversindia.com
Sunoh, is run by Viveick Rajagopalan, a musician, composer with over 15 years of experience in music production and advertising content though music. He is also the man behind the iconic ‘UTV Motion Pictures’ signature tune; and Aishwarya Natarajan, a music entrepreneur with over 10 years of experience in the industry, as content creator at record labels, music consultant and music crusader. She is the founder of India nuance, an artist management and programming organization, for which she was the recipient of the British Council Young Entrepreneur Award, 2010″
