.jpg)
Sonic branding is not new. From Intel’s four-note chime, the McDonald’s "I’m Lovin’ It" hum, the nostalgic tune that plays with every Britannia ad, or Netflix’s “ta-dum,” brands have long used sound to build recognition. But in today’s content-heavy ecosystem, creators are adopting similar strategies—developing their own hooks, sound logos, and recurring audio cues to stand out.
Parul Gulati, founder of Nish Hair, collaborated with music creator Yashraj Mukhate and singer Sunidhi Chauhan to launch a branded track, Malkin, on World Music Day. The song was created not just as a one-off promotion but to solidify brand presence using sound.
“Brands now realise that having their own unique sound can make them stand out in the endless scroll,” said Pranav Nigam, Business Head (Music Marketing), Dot Media. “A simple, original hook can trend on Reels or Shorts and drive crazy organic reach—something generic stock music just can’t do.”
https://www.instagram.com/reel/DLH5uxoI0Cy/?igsh=Zm56Z21kaDd1cjhj
Shift to Short Form, Rise of Creator-Led Discovery
In the age of short-form video (SFV), sonic branding is no longer confined to traditional advertising formats. The first 10-15 seconds of audio can define whether a piece of content captures attention or fades away. Platforms like Instagram Reels, YouTube Shorts, and TikTok are now primary grounds for music discovery and brand storytelling.
Nigam cited the example of the Laddu campaign, which gained popularity without the involvement of high profile influencers. “Creators don’t just push a song—they live it. Especially in tier 2 and tier 3 markets, their content doesn’t scream ‘promotion.’ It feels like any other reel they’d naturally post—fun, honest, and relatable,” he said.
Agencies Play Dual Role as Labels and Strategists
The approach to music marketing has also shifted inside advertising agencies, which are increasingly taking on responsibilities similar to music labels. They are no longer only strategising campaigns but are also involved in evaluating tracks, picking artists, and shaping the creative process from scratch.
“We brought an A&R person in-house to help evaluate songs from the inside out. It’s not just about pushing content—it’s about feeling the music, the mood, the story,” said Nigam.
One example is the campaign around Husn by Anuv Jain, a track the team supported from inception, not on a brand brief but on the strength of the song itself.
As music production costs rise, some brands are turning to AI to generate songs. Mother Dairy, for instance, launched an AI-generated track on Spotify for its ice cream category. The move highlights a cost-effective method for sonic branding, although questions around creativity and emotional connection persist.
Concerts Emerge as Strategic Campaign Extensions
Today, music is more than a promotional tool. Cross-industry collaborations like Sapphire, which featured Sia, Diljit Dosanjh, and Shehnaaz Gill, are designed not just for visibility but for emotional impact and long-term resonance. “Music is an extension of the brand’s identity now. And if done right, it lasts longer than any campaign,” said Nigam.
“When an artist performs here, it builds a deeper emotional connection beyond just streaming their songs. It’s no longer just about listening—it’s about experiencing,” said Nigam. He added that these events become moments of cultural currency, extending brand recall far beyond the concert hall.
Blurring of Entertainment and Promotion
Some of the most notable campaigns this year include the Knorr x Netflix Squid Game “Dare to Slurp” campaign, where the soundtrack—titled Slurp-capella—was composed entirely using human sounds. Kartik Shah, the music composer behind it, and his team created an unconventional yet engaging sonic experience that fit the campaign’s tone and audience.
Singer-songwriter Manoj Shroff, who has worked on multiple brand campaigns, noted that sonic elements are key to making marketing memorable. “If you want your music to go viral, reels and brand campaigns are the way to go. We come from an aural tradition in India—if the music enhances the brand, the brand becomes more memorable. Balancing creativity with marketing is a tightrope walk, but it’s necessary—you have to do both.”
Creators who infuse their brand with signature sound are transforming music from marketing accessory into cultural currency.
.jpg)
