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Indian insurance firm HDFC Life launches a ‘musical logo’

India-based insurance company HDFC Life has launched a musical logo, a signature tune that will be used across its consumer touchpoints. Variants of it will be heard across television commercials, radio, digital ads, caller-tunes, interactive voice response systems, apps and the website. 

The musical logo or ‘mogo’ has been created by BrandMusiq, an Indian musical branding specialist firm.   

The musical logo is an extension of the jingles for the brand which have been quite popular, according to a press release from HDFC Life. 

Speaking about the decision to opt for a musical logo, HDFC Life chief marketing officer Pankaj Gupta said:We have always had a strong visual identity. With changing consumer habits, we realised that sound would play a critical role in creating brand recall, differentiation and engagement with our stakeholders. 

“The musical logo creates a sonic identity for a brand that’s in tune with the evolution taking place today, while remaining true to the brand’s core values.”

BrandMusiq founder Rajeev Raja said: ‘It was very exciting for BrandMusiq to evolve the existing HDFC Life jingle into a comprehensive sonic identity system.”

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