Asian Paints, one of the leading paint and décor companies in the world, has recently launched a distinctive sonic identity designed by BrandMusiq. This new initiative is part of a broader strategy to deepen the emotional connection between the brand and its audience, seamlessly integrating the sound across a wide variety of content and media properties. In a world where sensory branding is becoming increasingly crucial, Asian Paints’ sonic identity represents a significant step in reinforcing the company’s values and vision, creating an immersive, multisensory brand experience that resonates deeply with consumers.

The sonic identity is grounded in the rich heritage of Asian Paints, a brand known for its commitment to creativity, innovation, and design excellence. This initiative was created to further strengthen the company’s vision of inspiring decor and empowering individuals to design beautiful homes. By incorporating music as a central element of its brand identity, Asian Paints is reinforcing its position as a brand that values not only aesthetics but also emotional connections with its customers.

The core of the sonic identity is designed to evoke a sense of transformation and warmth—two key qualities that align with the brand’s mission of creating spaces that are not only beautiful but also meaningful. The soundscape is carefully crafted, featuring a blend of various instrumental elements. The interplay between piano and chimes lends a magical, almost ethereal quality to the composition, creating a sense of wonder and transformation. These instruments are intended to symbolize the company’s focus on growth, change, and the beautiful possibilities that await within the walls of a home. Additionally, strings are incorporated into the sonic design to represent evolution and inspiration, which reflect the constant innovation that drives the brand.

A notable feature of the sonic identity is the use of human vocals, which introduce an emotional depth to the composition. These vocals contribute to the brand’s inclusivity and serve as a reminder of the human connection at the heart of everything Asian Paints does. The integration of these elements works in harmony, gradually building into a crescendo—a sonic metaphor for the growth and transformation that the brand brings to each home. This crescendo symbolizes the journey of enhancing one’s living space, from a place of potential to a beautifully realized home, perfectly aligned with the promise of Asian Paints.

The sonic identity has been seamlessly integrated across a wide range of Asian Paints’ platforms, ensuring that it is present at every touchpoint of the brand experience. One of the most significant applications is in the company’s advertising films, where the new MOGO (Musical Logo) is featured prominently. The MOGO serves as a powerful tool for immediate brand recognition, delivering not only auditory but also emotional resonance with audiences. As the sound plays, it instantly connects listeners to the brand, reinforcing the visual identity and establishing a deeper sense of brand recall.

Beyond traditional media, the sonic branding also enriches Asian Paints’ digital and social media communications. From product videos to social campaigns, the sound is strategically employed to reinforce the brand’s ethos in every consumer interaction. This ensures that whether customers are watching a commercial, browsing through a social media post, or engaging with a video online, they are consistently exposed to the sonic identity. This consistent integration across platforms reinforces the company’s commitment to providing a cohesive brand experience, regardless of the medium.

Additionally, the sonic identity plays a vital role in enhancing one of Asian Paints’ most beloved series, “Asian Paints: Where the Heart Is.” This series focuses on personal spaces and tells the stories of individuals and families transforming their homes. The addition of the sonic identity in this series not only heightens the emotional impact of the storytelling but also enriches the viewer’s overall experience. The music elevates the narrative, imbuing each story with an added layer of warmth and emotional resonance that reflects the brand’s core values.

Amit Syngle, the Managing Director and CEO of Asian Paints, shared his thoughts on the importance of the sonic identity, stating, “The sonic identity perfectly captures the essence of Asian Paints, evoking emotions of beauty, innovation, and transformation. It amplifies our mission to enrich homes and lives, offering a soundscape that goes beyond the visual to build a deeper, emotional bond with our audience. It’s a step forward in building our brand’s presence in an increasingly dynamic and sensory-driven world. BrandMusiq’s expertise in sonic branding played a key role in shaping this identity.”

The launch of the sonic identity was marked by an exciting collaboration with the Norwegian urban dance group Quick Style. This collaboration creatively fused movement and sound, bringing the new sonic identity to life in a visually dynamic way. The performance not only showcased the global appeal of the brand’s new sound but also created significant engagement for the company, surpassing 4 million views across multiple platforms. The global nature of the collaboration further emphasizes the universal appeal of the brand, highlighting how the sonic identity can transcend cultural and geographical boundaries while still remaining deeply rooted in the company’s values.

As Asian Paints continues to expand its presence across diverse media and content platforms, the integration of its sonic identity ensures that the brand remains consistently memorable and emotionally connected with its audience. The initiative represents an exciting step in the evolution of brand building, where sound plays an essential role in shaping consumer perceptions and driving emotional engagement. With its meticulously crafted sonic identity, Asian Paints has taken an innovative leap in creating a truly immersive and multisensory brand experience.

Author: MUSTAFA ANAND