Universal Music Group India launches a new division to create brand anthems and corporate jingles

Company Brief

New Delhi, March 19, 2012

Music has always played a key role in brand-building and while the larger brands have made significant investments in creating and owning jingles, small and medium enterprises are now taking the necessary next step by creating their own anthems. With this in mind, UMGI has formalized a new department exclusively dedicated to servicing clients who have such requirements. Their new business team has been actively associating with brands to create proprietary music for media exploitation which in addition to being used as a marketing asset, can be monetized through music sales.

Devraj Sanyal, managing director at Universal Music India and SAARC, said, "the medium to large enterprises especially the SME segments are leaning on innovation as a big part of their brand plan. UMI's new vertical helps create brand anthems which will further fortify their branding using Music as their medium. Apart from these songs being used in frontline and BTL advertising, the ability to use these pieces to actually generate revenue is phenomenal using UMGI's own networks, is an industry first as these songs sung by major artists are also great compositions on their own."

Ashish Joshi, digital and business development head at Universal Music India, said, "In today’s market, having a strong brand can significantly change the way your consumers see you. And music lends that strong impact to a brand. While the aim is to enhance brand recognition, memorability and throughput of advertisements, we will use our digital network and other media partnerships to create an additional revenue stream for such brands."

Music is the most pervasive form of entertainment today and brands are increasing their usage of music as a carrier of marketing messages. Music is already used in all television commercials and with the recent success of "Hum Mein Hai Hero" and "Har Ek Friend Zaroori Hota Hai", brands have realized the tremendous potential that lies in owning anthems. UMGI has been partnering with ad film production houses and media & communication agencies to provide music for television commercials and use their digital network and other media partnerships to promote these anthems."

For further information, please contact:

BrandSpk Communications I PR

Myrtle D’silva

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E-mail: myrtle@brandspk.com