MAM
Report on Shemaroo

HDFC Life launches its musical logo - a unique sonic identity

India’s First Private Life Insurance Company to create a musical logo

https://www.indiantelevision.com/sites/default/files/styles/smartcrop_800x800/public/images/tv-images/2019/06/27/hdfc.jpg?itok=WsTr_aSk

MUMBAI: HDFC Life Insurance Company Limited, one of India’s leading private life insurance companies, launched its sonic identity (MOGO - musical logo) to be used across customer touch points.

HDFC Life is India’s first private life insurance company to launch a Musical Logo - MOGO.

The power of sound is tremendous. It only takes around 0.146 seconds for human beings to react to sound. ‘Sonic branding’ utilises the ‘sound of a brand’ to evoke a collective range of emotions and memories associated with a brand. And a MOGO is the quickest way to trigger this.

Through the MOGO, HDFC Life is aiming to create a distinct brand sound to help improve recall every time someone interacts with the brand sonically. The MOGO was developed keeping in mind the core values of HDFC Life. It is inspired by the Rasas - Shingara (Love), Veera (Courage) and Shantha (Peace), reflecting the caring, courageous brand that enables you to live your life with pride.

HDFC Life has had a reputation for campaigns that resonate with the consumers, including a musical legacy of jingles, which have received much love and appreciation. With this MOGO, HDFC Life hopes to build continuity by leveraging the already present sonic asset of its ‘Sar Utha Ke Jiyo’ (live with pride) tune giving it a fresh, contemporary new identity whilst retaining the essence of the old tune.

Pankaj Gupta, Chief Marketing Officer, said,  “The advent of technology and rapid digitization of the world is completely transforming the way consumers live, work and play, today. HDFC Life as a brand has always had a strong visual identity. With changing consumer habits, we realized early that sound would play a critical role in creating brand recall, differentiation and engagement with our stakeholders. The musical logo creates a sonic identity for a brand that's in tune with the evolution taking place today, while remaining true to the brand's core values.”

The MOGO has been suitably adapted to multiple versions and will be used in touch points like TV, radio, digital ads and content, events, IVRs, caller-tune, ringtones, call hold recordings, mobile applications, website etc.

The HDFC Life MOGO has been created in collaboration with Brandmusiq, who are pioneers in this space and have coined the term ‘MOGO’. BrandMusiq has created sonic identities for clients the world over. Founded by Rajeev Raja with Ajit Varma as co-founder and CEO, BrandMusiq expresses a brand’s essence by applying the science of sound and the art of music to create powerful sonic branding.

Rajeev Raja sums up: ‘It was very exciting for BrandMusiq to evolve and contemporize the existing HDFC Life jingle into a comprehensive sonic identity system with its distinct MOGO®’.

Latest Reads

https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/04/21/img_21042021_153715_800_x_800_pixel.jpg?itok=Z45_2cVb
Panasonic India promotes Dinesh Agarwal as Life Solutions' joint MD

NEW DELHI: Panasonic India has unveiled its new Spatial Solution Division, a move to expand the company's strong presence in the smart home solutions market. The Japanese electronics giant has also promoted Dinesh Agarwal as the new joint managing director of Panasonic Life Solutions.  In this new...

MAM Media and Advertising People
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/04/21/img_21042021_140427_800_x_800_pixel.jpg?itok=8nNu0MaV
Madison Media wins 23 new businesses in FY 2020-21

Mumbai: Madison Media has created a record by winning 23 new accounts in a financial year, the agency said in a press statement. Amidst the nationwide lockdown and work-from-home, the new business wins amounted to a billing of $211 million as per Convergence New Business Report published in March...

MAM Media and Advertising AD Agencies
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/04/21/img_21042021_132611_800_x_800_pixel.jpg?itok=tcsOlDNn
Washington Sundar signs on as Anker brand ambassador

MUMBAI: Chinese electronics company Anker has roped in Washington Sundar as its brand ambassador. From now, Sundar will helm all major campaigns for the brand across media platforms. The cricketer is also expected to appear in his first promotional TVC for the brand very soon.  The partnership...

MAM Marketing Brands
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/04/21/photogrid_plus_1618988966017.jpg?itok=bpTOZqM9
Rashmika Mandanna just can’t get enough of the new McSpicy fried chicken

MUMBAI: Your favourite food is sure to be the one thing you just can’t get enough of! With this as the central theme, McDonald’s India (west and south) has launched a campaign with popular film celebrity Rashmika Mandanna to celebrate the deliciousness of McSpicy Fried Chicken. The brand has...

MAM Media and Advertising Ad Campaigns
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/04/21/photogrid_plus_1618986644419.jpg?itok=xHg-vyDM
Carat India appoints Dipika Bhasin as executive vice president

MUMBAI: Dentsu International’s media agency Carat India has brought on Dipika Bhasin as executive vice president. In her new role, Dipika will lead the agency’s north and east offices, drive growth in these regions, and focus on developing and managing Carat's senior client relationship. She will...

MAM Media and Advertising People
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/04/21/satish.jpg?itok=OdMMSnmx
Satish Krishnamurthy is TBWA\India’s new chief strategy officer

MUMBAI: TBWA\India has appointed Satish Krishnamurthy as chief strategy officer, with immediate effect. He takes over from Subramanian Krishnan, who will be transitioning into a part time consulting role with the agency. Before joining TBWA\India, Krishnamurthy was head of strategy at Sideways...

MAM Media and Advertising People
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/04/21/ipl-d11.jpg?itok=NKGNDPkZ
IPL 2021 Brandwagon: Ads that generated buzz

MUMBAI: It's not without reason that cricket is considered a religion in India – nothing can whip up mass fervour like this sport. And what could have proved this better than the opening match of Vivo IPL 2021, which clocked, believe it or not, a colossal 10 billion minutes of viewership on Star...

MAM Media and Advertising Ad Campaigns
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/04/20/img_20042021_191824_800_x_800_pixel.jpg?itok=Bh6jZ7FY
Nestle India posts strong Q1 performance, net profit surges 14.6%

NEW DELHI: FMCG major Nestle India posted a strong performance in the opening quarter of 2021, reporting a 14.6 per cent year-on-year growth in its net profit. Beating estimates, its PAT stood at Rs 602 crore, up from Rs 525 crore in the year-ago period. Total sales increased by 8.9 per cent during...

MAM Marketing MAM
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/04/20/img_20042021_184957_800_x_800_pixel.jpg?itok=WNLwmSJl
Amit Jain named chairperson of MMA India board of directors

MUMBAI: MMA, formerly known as the Mobile Marketing Association, has appointed L’Oréal India managing director Amit Jain as chairperson of its India board of directors. Jain succeeds Priya Nair, who is the executive director – beauty and personal care at Hindustan Unilever. Nair will move into a...

MAM Media and Advertising People

Sign up for our Newsletter

subscribe for latest stories

* indicates required