Mumbai: United Breweries Limited (UBL), part of the HEINEKEN Company, has been granted trademark registration for the iconic Kingfisher jingle “Oo La La La Le O”, formally recognising the sonic identity that has been closely associated with the brand for nearly three decades.
With this development, UBL becomes the first company in India’s alcoholic beverages category to secure a registered sonic trademark. It is also the only manufacturer of packaged drinking water in the country to hold such a distinctive and legally protected sonic brand asset.
Introduced in 1996, the Kingfisher jingle has been consistently used across campaigns and brand touchpoints, building strong consumer recall and emotional resonance. While it has long functioned as a de facto trademark through continuous usage and public association, it now gains formal legal protection.
The registration marks a significant milestone in safeguarding non-traditional brand assets, underscoring the growing importance of sonic identity in a multisensory marketing environment where audio cues play a vital role in brand recognition.
Commenting on the initiative, Vikram Bahl, Chief Marketing Officer, United Breweries Limited, said, “Some brand assets go beyond visuals and words, they live in memory and emotion. The Kingfisher Jingle is one such asset. Sonic identity today is a powerful part of how brands connect with people. For decades, the Kingfisher Jingle has been an instantly recognisable expression of who we are. By trademarking it, we’re protecting a piece of our brand’s personality and ensuring this iconic tune continues to strike the right note as we evolve and collaborate with creators.”
Over the years, the jingle has transcended traditional advertising to become a cultural cue, recently reimagined through collaborations with music artists and integrated into high-energy platforms such as the Women’s Premier League (WPL). These integrations have helped the brand maintain relevance among new-age audiences while retaining its legacy appeal.
Highlighting the legal significance of the registration, Neha Munjral, Chief Legal Officer, United Breweries Limited said, “The jingle, even without the mention of the brand, has an immediate association with Kingfisher. It is, therefore, a quintessential trademark, which was waiting to be registered. Through three decades of continuous use, we have built an enormous goodwill and reputation around this asset, and through this registration, we have ensured long-term protection of one of our most recognisable brand elements.”
By securing trademark protection for the Kingfisher jingle, United Breweries has strengthened its intellectual property portfolio, transforming a familiar and emotive tune into a legally protected brand asset for the long term.
