Mumbai: Audio series platform Pocket FM is set to make waves in the world of branding with a groundbreaking collaboration with Bollywood music director Sneha Khanwalkar and her global creator community platform SoundCake. In an industry-first initiative, Pocket FM is crowdsourcing its iconic sonic tune, marking the creation of the world’s first-ever sonic identity shaped collectively by creators and listeners.
This global campaign promises to bring together creative enthusiasts from across the world, tapping into a community of over 15,000 creators on SoundCake, which includes musicians, singers, lyricists, and sound artists. Pocket FM is inviting these creators, along with its own 200 million+ listeners, to submit their compositions and participate in the creation of this iconic sound.
“At Pocket FM, our community lies at the core of everything we create,” said Vineet Singh, VP – Brand and Communications, Pocket FM. “By crowdsourcing our sonic tune, we are empowering our creators and listeners to actively shape our sonic identity. Partnering with SoundCake and the incredible Sneha Khanwalkar combines expertise with passion, resulting in something truly unique. This initiative is more than a branding exercise; it’s a movement celebrating creativity, collaboration, and shared ownership.”
The collaborative process is designed to be highly engaging. Creators from the SoundCake community, along with Pocket FM’s listeners, will have the opportunity to submit their original compositions. From these submissions, Sneha Khanwalkar will personally curate the top three entries. These shortlisted tunes will then be shared with Pocket FM’s massive global listener base, who will vote for their favorite through social media and the Pocket FM app. The final winning tune will be professionally produced by Khanwalkar in collaboration with the creator of the selected composition, setting a new benchmark for sonic branding that is personal, authentic, and community-driven.
“Music is universal! It connects people, brings them together,” said Sneha Khanwalkar, Founder of SoundCake. “With Pocket FM and SoundCake, we’re taking this connection to a whole new level by co-creating a sound that reflects the audience it’s meant for. The immense talent within the SoundCake community, paired with Pocket FM’s listener-first approach, makes this a truly exciting project. Together, we’re setting a new standard for what sonic branding can achieve.”
Sonic branding has evolved into a key tool for brands to differentiate themselves in an increasingly crowded market. Pocket FM’s initiative goes beyond traditional approaches by involving its community in creating the sonic tune, ensuring that the final sound not only reinforces the platform’s brand identity but resonates deeply with its audience.
This partnership also highlights SoundCake’s vibrant community of global creators, showcasing Pocket FM’s commitment to celebrating crowdsourcing. By uniting creators and listeners, the platform is disrupting the conventional branding process, turning the creation of a sonic tune into a collective, celebratory act of creativity.
With Sneha Khanwalkar, a renowned name in modern sound design, leading the project, the resulting tune promises to be both innovative and emotionally resonant. Khanwalkar’s work on soundtracks like Gangs of Wasseypur, Oye Lucky! Lucky Oye!, and her recent global success on Monkey Man with Dev Patel has cemented her status as a visionary in the music industry. Her expertise will ensure that the final sonic identity for Pocket FM is groundbreaking and impactful.
By blending crowdsourcing with sonic innovation, Pocket FM is not just crafting a tune—it’s creating an anthem of collaboration, bringing together creators and listeners to shape a sound that will echo for years to come.
