BrandMusiq creates new sonic identity for Nexus Malls’ portfolio of malls

As part of the mandate, BrandMusiq has developed ‘master’ MOGOSCAPE® & MOGO® for the franchise

e4m by exchange4media Staff
Updated: Jan 10, 2019 3:17 PM
brand musiq

BrandMusiq has developed a new sonic identity and retail soundscape for Nexus Malls’ portfolio of malls in India. 

Recognized as the pioneers of bringing the concept of Sonic Identity to India, BrandMusiq expresses a brand’s essence by applying the science of sound and the art of music. MOGO® or ‘musical logo’, a proprietary sonic identity model created by BrandMusiq is connecting with millions of consumers every day at a deeper, more subliminal level across several consumer brands. 

Sonic branding is about building a relationship between a brand and its consumers similar to the way in which a national anthem plays to represent a country brand or a hymn to express the tonality of a religion. Nokia's ringtone, Intel's four-note bongs, McDonalds' "I'm lovin' it" are all masterpieces of sonic branding and could be seen as the genetic evolution or the 21st Century offspring of the jingle. 

As part of the mandate for Nexus Malls, BrandMusiq has developed the ‘master’ MOGOSCAPE® and MOGO® for the Nexus Malls brand franchise which will be applied across all brand related sonic expressions, including activation, advertising, digital, social media and retail spaces. 

Dalip Sehgal, CEO, Nexus Malls (A Blackstone Company) said, “At Nexus Malls, it has been our constant endeavor to deliver the same unique experience across all malls in our portfolio. To deliver this unique experience, we came up with Nexus ONE. Under Nexus One, we will attempt to tap in to the five senses of our patrons and strive to deliver this Nexus experience. The first step in that direction was to have our own music identity and BrandMusiq has helped us curate that. We are delighted to partner with them in the process of curating our Musical Logo. We have already implemented the music across our portfolio of malls and we are delighted with its response.” 

Rajeev Raja, Founder, BrandMusiq said, “We are very excited to have created the sonic identity for Nexus Malls. Designing bespoke, brand-owned sound for the retail experience is still in its nascent stages and we applaud Dalip Sehgal and the team at Nexus for being one of the early adopters in this field. 'SoniqSpaces®' the app that we have developed exclusively for retail/experiential spaces will be used to roll out the new sonic identity across every mall managed by Nexus. This creates a new platform for our MOGO® to touch many new consumers’ lives every day, in a meaningful, consistent manner.” 

Sonic Branding is the strategic development of a brand’s unique audio assets leveraged consistently across many brand touchpoints. Sound is used to reinforce brand identity, which is often done using other mediums such as visuals, jingles and taglines. However, the shift towards sonic branding has brought about a revolution within the branding industry. Sonic branding goes way beyond jingles to tap into areas, which were earlier, missed by brand strategists. When these strategists noticed that consumers remembered simple jingles, it opened up a whole new avenue for music and branding.

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