Sonic and audio branding agency BrandMusiq is looking to expand its presence globally and scale in the coming year.
“We are looking at doubling our growth in 2024. We are hoping to set up a very strong entity in Singapore for the South East Asian market. We are setting up an office in the US. We are also looking at the UK and Europe, very seriously. We are also looking at so many ways that AI can help us, from Predictive AI to Regenerative AI,” said Rajeev Raja, Founder & Soundsmith, BrandMusiq.
Raja is just back from a trip to Vietnam, Indonesia and Singapore. Among BrandMusiq’s clients is DBS Bank, which is headquartered in Singapore.
From Logo to Mogo to Mini Mogo
With the explosion of content, there is a visual fatigue and so much clutter, which makes it even more important for brands to add another dimension to their identity, believes Raja.
“Every brand has a logo, a certain font style or set of colors which it associates with and that is unique to the brand. We said, let’s do the equivalent in sound. Just as every brand has a logo, we create a ‘mogo’, or a musical logo. In today’s digital age, we are getting lots of requests for a ‘mini mogo’. If a mogo is typically 3 to 4 seconds, a mini mogo is 1.5 seconds. And this is being used a lot in the digital world today in apps, transaction notifications, confirmations on payment apps and more,” he noted.
BrandMusiq Journey
BrandMusiq has created sonic identities for brands like MasterCard, Toyota, HDFC Bank, SBI Life, Vistara, Tata Salt, Zomato Vivo, MG Motor and Raymond, among others.
Raja said, “Our first big break came with Vistara. Even today, you will hear our ‘Mogoscape’ in Vistara while taking off and landing. Then, our next break was HDFC Bank wherein our mogo also plays at all of their ATMs. But, the break which took us to global scale and global stature was when we created the sound for MasterCard across 190 countries. And today, that has become the case study of sonic branding.”
Today, more and more brands are going for sonic branding and marketers are also understanding the importance of a mogo – that it is much more than a jingle and can work beautifully for a brand, explains Raja.
“We are coming close to 100 brands. Currently, we are working on DBS Bank, Amazon Pay and Tata Neu,” he surmised.
Feedback: [email protected]
(Amended at 12:50 PM hrs on December 26, 2023 to name MG Motors as a client and not Bentley Motors as published earlier. The error is regretted.)
