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 unveil its first-ever sonic identity.
In today’s brand landscape, where emotional resonance is as important as visual presence, IAA’s new sonic identity aims to offer a bold and immersive way to experience the brand—not just see it or read it, but hear it.
As part of the collaboration, BrandMusiq has created a distinctive MOGO® (musical logo) and an expansive MOGOSCAPE®—a rich sonic environment capturing IAA’s archetypes: the Hero (courageous, inspiring) and the Creator (imaginative, expressive). Rooted in Indian aesthetic philosophy, the identity draws inspiration from the Rasas of Veera (inspiration), Adbhuta (awe), and Karuna (empathy)—echoing IAA’s mission to lead, uplift, and connect with heart.
“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,” said Abhishek Karnani, President, IAA India Chapter.
Rajeev Raja, Founder & Soundsmith, BrandMusiq, 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.”
The sonic identity will feature prominently across IAA’s ecosystem—integrating into events, films, digital platforms, and campaigns—to create a consistent, emotionally engaging brand experience.
By embracing sound as a core branding element, IAA joins a growing league of forward-thinking organisations using sonic identities as strategic tools and soulful connectors in an increasingly digital and distracted world.
