IAA India Unveils Sonic Identity 'MOGOSCAPE' for Emotional Branding
The International Advertising Association (IAA) India Chapter has joined a global trend, embracing sonic branding with its first-ever sonic identity. Developed in collaboration with BrandMusiq, the sonic identity will make its debut on November 21, 2017.
The sonic identity, named MOGOSCAPE, is a musical representation of courage, curiosity, and care, according to Rajeev Raja, Founder & Soundsmith of BrandMusiq. It comprises a MOGO (musical logo) and a layered sonic environment, inspired by the IAA's brand archetypes of the Hero and the Creator, and rooted in Indian aesthetic philosophy.
The MOGOSCAPE evokes the Rasas of Veera (inspiration), Adbhuta (awe), and Karuna (empathy), reflecting the IAA's mission. Abhishek Karnani, President of IAA India Chapter, described it as a 'new language' that is 'emotionally alive and future-facing'. The identity will be integrated into IAA's events, films, digital platforms, and campaigns, delivering a consistent and emotionally engaging brand experience.
The IAA's sonic identity, developed with BrandMusiq, is set to enhance audience engagement and immersion. Officially presented on November 21, 2017, it marks the organization's commitment to innovative and emotionally resonant branding.
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