Bengaluru: Ujjivan Small Finance Bank has launched ‘The Sound of Ujjivan’, a sonic brand identity to enhance customer connection through sound strategy.
The Bank’s sonic logo embodies core values like Opportunity and Freedom, resonating with Ujjivan’s core values of Trust and Progress.
Unmute, a Scandinavian Sonic Branding Agency, developed a new sonic identity for the bank to enhance emotional connection with customers using the ‘Geneva Emotional Music Scale’. Descriptors established based on this model provided a consistent “language” in the creative process, enabling subjective evaluation of the sound from the brand’s viewpoint.
The new sonic identity will be integrated across various customer touchpoints including phone banking, mobile banking applications, ATMs and the website.
Carol Furtado, Executive Director, Ujjivan Small Finance Bank said “Since its inception, Ujjivan Small Finance Bank has been a partner in progress to millions of customers. To deepen this relationship, ‘The Sound of Ujjivan’ is a heartfelt endeavour to create a strong brand recall. The new sonic identity reflects our commitment to enhancing the customer experience, across all touchpoints both physical and digital.”
Lakshman Velayutham, Chief Marketing Officer, Ujjivan Small Finance Bank said “Music has the power to create an emotional connect with the customers and capture the true essence of a brand. The Sound of Ujjivan is not merely a branding initiative, but a reflection on the need to create a universal musical expression that captures the spirit of Ujjivan, making it both relatable and engaging for our diverse audience.”
Commenting on the association, Simon Kringel, Unmute said “Ujjivan has really embraced their sonic branding and for us it’s been a fascinating collaboration. Coming from another part of the world we’ve had to learn so much about Indian music and culture; and by adding our own musical touch I think we’ve achieved a sound that is unique, distinctive and truly cross-cultural.”
To listen to the Sonic Identity, click here:
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