IAA India Unveils a Powerful Sonic Identity in Collaboration with BrandMusiq

The International Advertising Association India Chapter has partnered with BrandMusiq to introduce a one-of-a-kind sonic identity, blending emotion, creativity, and Indian cultural heritage to redefine brand engagement in a multi-sensory era.

The International Advertising Association India Chapter has taken a bold step into the future of branding by launching its first-ever sonic identity, crafted in partnership with BrandMusiq, Asia’s leading sonic branding agency. In an age where audiences interact with brands not just visually but through sound, touch, and immersive experiences, this move positions IAA as a forward-thinking organisation embracing multi-sensory communication to connect more deeply with its community.

This sonic identity features a distinctive MOGO® or musical logo, paired with a rich MOGOSCAPE® that envelops listeners in an atmospheric sound environment. Every note and texture has been designed to reflect IAA’s dual archetypes the Hero, representing courage and inspiration, and the Creator, embodying imagination and expression. Drawing on Indian aesthetic philosophy, the soundscape is infused with the Rasas of Veera (inspiration), Adbhuta (awe), and Karuna (empathy). This careful combination results in an identity that is not only unique but also culturally rooted, emotionally resonant, and globally relevant.

Abhishek Karnani, President of IAA India Chapter, described the sonic identity as a “future-facing language” for the brand, allowing it to communicate its values in a way that goes beyond words or visuals. He highlighted that this initiative reflects IAA’s ongoing mission to lead the industry with innovation and authenticity. Rajeev Raja, founder and Soundsmith of BrandMusiq, echoed this sentiment, explaining that the MOGOSCAPE® is more than just an audio element it is a musical embodiment of courage, curiosity, and care, designed to leave a lasting emotional impact.

The integration of this sonic identity will extend across IAA’s touchpoints, including events, campaigns, films, and digital platforms. Whether at a global conference, in a digital advertisement, or during an industry award show, the sound will serve as a unifying brand signature, enhancing recall and reinforcing emotional connection. By embedding music and sound into its DNA, IAA is ensuring that its presence is felt as much as it is seen.

In a world where attention spans are shrinking and competition for audience engagement is fierce, this step by IAA demonstrates how strategic sonic branding can be a powerful differentiator. It transforms brand interactions into memorable experiences, strengthens identity, and helps foster a stronger bond with audiences both in India and globally.

Follow Marketing Moves on Instagram and Facebook for more stories on innovative brand strategies, creative campaigns, and trends shaping the future of marketing.