MG Motor India releases MG brand anthem

The anthem fuses modern sounds and has been developed with BrandMusiq

by exchange4media Staff
Published - May 12, 2019 10:05 AM Updated: May 12, 2019 10:05 AM
MG Motors

MG Motor India, the carmaker, has introduced the ‘MG Brand Anthem’ with an aim to reflect its unique brand image that blends its rich heritage and future. 

The anthem fuses modern sounds such as ‘trap’ and ‘neo-electronica’ with brass arrangements such as the saxophone. The MG brand anthem is an extension of the carmaker’s value proposition as an automotive manufacturer of the future which draws inspiration to innovate from its rich brand legacy of over 95 years.

The anthem has been developed with BrandMusiq, the sonic branding agency, based on key brand characteristics which have been translated into a sonic identity.

Speaking on the introduction of the brand anthem, Pallavi Singh, Head - Marketing, MG India, said, “MG’s unique legacy and focus on innovation have passed the test of time for over 9 decades. As we enter the latest phase of our brand evolution, it made sense to have these two unique aspects reflected in one cohesive sonic identity. The initiative is yet another step towards the launch of the MG brand in India for our future customers, with an objective of enabling exciting experiences every-time. The MG brand anthem is the perfect embodiment of MG’s ultramodern sensibilities mixed with our rich brand heritage.”

Rajeev Raja, Founder of BrandMusiq, said, “We are absolutely thrilled to have created the sonic identity for a brand as iconic as MG. The MOGO and MOGOSCAPE truly reflect the brand’s unique persona and values.”

The MG brand anthem would form the basis for all customer-facing audio expressions of the MG brand, including its upcoming showrooms. The anthem has been composed by Rajeev Raja, Reuel Ferreira, and Merlyn D’Souza – all of whom have an extensive body of work in movies, theatre, advertising jingles, concerts and sonic branding. A ringtone version of the MG Anthem will also be available for download soon.

This focus on exciting experiences as a differentiator also reflects in MG’s various partnerships and features of its upcoming vehicles. Its next-generation iSMART framework comes pre-installed with the Gaana app, enabling all MG customers to access their favourite tunes through a Gaana Premium Account. The revolutionary OTA technology in MG cars also allows infotainment content to be updated in real-time, elevating the consumer experience.

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