Abstract
Ujjivan, a leading bank in India, launches of its first sonic identity, named ‘The Sound of Ujjivan’. Created by Unmute, it sets out to capture the essence of the brand and has been rolled out across all of India on various customer touchpoints like phone banking, mobile banking applications, ATMs and the website.
Description
Ujjivan is a bank for the aspiring middle class in India. Customers who have big dreams for their business and family and a far bigger resolve to achieve those dreams. As Ujjivan is committed to always enhance its customer experience, a new and exciting dimension has been added to the brand: The Ujjivan Sonic Identity – set out to capture the essence of the brand through sound and music – created in close collaboration with the sonic branding agency Unmute from Copenhagen, Denmark.
At the center of the sonic identity is the Ujjivan sonic logo – a sound and melody that is inspired by the 3 brand goals: Opportunity, Freedom and Progress and reflective of both the cultural heritage and pioneering mindset of Ujjivan. In addition to the sonic logo a broad suite of brand music has been created. Its is crafted to resonate universally, ensuring that no matter who you are or where you’re from, the sound of Ujjivan speaks to you. From vibrant regional variations (North, South, East, West) to contemporary styles that connect with Generations X, Y, and Z, the music is as diverse as Ujjivan’s audience.
The new sonic branding can be heard across all brand touchpoint such as TV campaigns, social media, apps, customer service and inside the buildings. So, let’s turn up the volume and celebrate The Sound of Ujjivan – a sound that will be an iconic part of the banking experience, ensuring that every interaction with Ujjivan is memorable, distinctive, and deeply connected to its roots.
Welcome to the rhythm of progress. Welcome to the Sound of Ujjivan.
