Mumbai: Admatazz, an independent creative group powered by media, technology and a scientific temper, has announced a strategic partnership with BrandMusiq, India’s pioneering sonic branding agency, to bring sonic identity into everyday digital content. The collaboration aims to help brands strengthen recall and distinctiveness by integrating exclusive sonic cues across high-volume content formats, including reels, performance ads, creator edits and offline experiences.
BrandMusiq—credited with coining the term MOGO®️ (musical logo)—has created sonic identities for leading Indian, Asian and global brands such as HDFC Bank, Air India Express, Zomato, Amazon Pay, Asian Paints, Kraft Heinz (SE Asia), Income Insurance (Singapore), Mastercard (Global) and 7 Up (Global).
Globally, sound has emerged as one of the most powerful Distinctive Brand Assets, with signature cues like Netflix’s “Tudum” and McDonald’s “I’m Lovin’ It” proving to generate faster recall than many visual brand elements. However, while brands invest heavily in sonic mnemonics for high-budget films and ATL campaigns, their day-to-day digital content still relies on generic, non-ownable stock audio—limiting the opportunity to build meaningful memory structures in fast-paced digital environments.
Through this partnership, Admatazz will integrate BrandMusiq’s expertise into its content systems, offering brands emotionally intelligent, ownable MOGOs®️ specifically designed for everyday use. The collaboration will introduce three core capabilities:
Social-First Sonic Libraries: Custom banks of MOGOs®️, transitions and music beds developed for reels, shorts, static-to-motion creatives, performance ads and creator-focused edits—enabling consistent sonic signatures across daily content.
Brand Experience Sound Libraries: Curated sonic elements for offline touchpoints including events, retail spaces, IVR systems, HR communications, podcasts and product demos, ensuring unified brand identity across digital and physical channels.
Evidence-Led Distinctiveness: Building on Admatazz’s scientific, evidence-driven approach, these sonic assets aim to enhance mental availability, fluent encoding and brand recall—differentiating brands in cluttered digital ecosystems while reducing reliance on stock music.
“This partnership bridges a critical gap in the way brands use sound,” said Yash Chandiramani, Founder and Chief Strategist at Admatazz. “Evidence shows us that distinctiveness is built on consistent brand assets, and audio is one of the fastest to enter memory. By integrating BrandMusiq’s sonic intelligence with our digital-first content craft, we can help brands sound unmistakably themselves across every reel, ad and short-form format. This elevates daily content from being just consistent visually to being distinctive sonically as well.”
Rajeev Raja, Founder and Soundsmith at BrandMusiq, added, “We have spent years creating iconic sonic identities for India’s leading brands, but their true potential is realised only when they are applied consistently and at scale. Admatazz’s scientific approach to social and digital marketing and content formats makes them the ideal partner to take sonic branding beyond big films and into everyday ‘earpoints’. Together we aim to make the sonic identity a daily asset, not just a yearly exercise.”
With this partnership, Admatazz strengthens its distinctiveness-led marketing capabilities, enabling brands to build memory structures not just visually but sonically—across the content formats where consumers spend most of their time.
