BrandMusiq, a sonic branding agency has created a new sonic identity and retail soundscape for Nexus Malls' portfolio of malls in India.
BrandMusiq expresses a brand's essence by applying the science of sound and the art of music. MOGO or 'musical logo' is a proprietary sonic identity model created by BrandMusiq.
Sonic branding is about building a relationship between a brand and its consumers similar to the role that a national anthem embodies to represent a country or a hymn that expresses 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 brand franchise which will be applied across all brand related sonic expressions including activation, advertising, digital, social media, and retail spaces.
Commenting on the initiative, Dalip Sehgal - CEO, Nexus Malls (A Blackstone Company) says, "At Nexus Malls, it has been our constant endeavour 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, says, "We are very excited to have created the sonic identity for Nexus Malls. Designing bespoke, brand-owned sounds 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."
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