Brand consultancy Interbrand has announced that it has built a new vertical for sonic design in-house and also forged global partnerships with the likes of sonic identity firms Massive Music and Sixieme Son.
The announcement follows the creation of a sonic identity for Polycab, alongside the brand’s new identity in September 2023.
In addition to crafting a new brand narrative and visually representing Polycab’s vision, Interbrand designed multiple versions of the Sonic identity.
A ‘Family version’ celebrates the usage of Polycab products in consumers’ lives and will be integrated into television commercials, online videos, the website and other brand assets. A ‘Corporate version’ will enhance experiences for employees across offices and manufacturing plants during official programmes and events. On special occasions, a ‘Sports and festival version’ will play out.
This sound kit includes ringtones, caller tunes, app sounds and various soundscapes. The creative behind this sonic identity design program is Dielle D’sa, under the guidance of Utpal Barve, Experience Director at Interbrand India.
On the sonic vertical, Barve said, “Interbrand India, with this addition of a new service in our already large service repertoire, aims to provide an even more strategic and experiential integration to our partners.“
Ashish Mishra, CEO, Interbrand India & South Asia emphasised the growing need for holistic branding, He stated, “Brands need to anchor deep to be able to go wide and straddle the ever-increasing spectrum of touch points. This can best be done if the multiple facets of ‘Deep Branding’ are defined and designed together. Collaborating with Polycab on such an interesting programme has been a great learning experience. We are excited about the promise and potential of an integrated sonic branding approach. We are already in conversations with our global partners to take this musical journey to the next level of collective growth.”
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