Admatazz partners with BrandMusiq to expand sonic identity in daily content

Admatazz has announced a strategic partnership with BrandMusiq to integrate sonic branding into everyday digital content. The independent creative group, which focuses on media, technology and evidence-led creativity, will incorporate BrandMusiq’s sonic identity capabilities across social media, performance ads and short-form video formats. The move aims to help brands replace generic stock audio with ownable sound assets that improve recall in low-attention environments.

BrandMusiq, known for coining the term ‘MOGO’ or ‘musical logo’, has developed sonic identities for HDFC Bank, Air India Express, Zomato, Amazon Pay, Asian Paints, Kraft Heinz (SE Asia), Income Insurance (Singapore), Mastercard (Global) and 7 Up (Global). Globally, sound has emerged as a powerful distinctive brand asset, with cues such as Netflix’s “Tudum” and McDonald’s “I’m Lovin’ It” often achieving faster recall than visual elements. Despite this, sonic assets are mostly limited to high-budget films or ATL campaigns, while daily digital content continues to rely heavily on non-ownable audio.

The partnership introduces three capabilities within Admatazz’s client ecosystem. Social-first sonic libraries will offer short-form MOGOs, transitions and music beds created for reels, shorts, static-to-motion posts, performance creatives and creator edits, ensuring consistent sound signatures across daily formats. Brand experience sound libraries will provide curated audio for events, retail, IVR systems, HR communication, podcasts and product demonstrations, promoting coherence across physical and digital touchpoints. Evidence-led distinctiveness will support Admatazz’s scientific approach by strengthening mental availability and recall, reducing reliance on stock music over time.

Yash Chandiramani, founder and chief strategist at Admatazz, said: “Evidence shows us that distinctiveness is built on consistent brand assets, and audio is one of the fastest to enter memory. By integrating BrandMusiq’s sonic intelligence with our digital-first content craft, we can help brands sound unmistakably themselves across every reel, ad and short-form format.”

Rajeev Raja, founder and soundsmith at BrandMusiq, said: “We have spent years creating iconic sonic identities for India’s leading brands, but their true potential is realised only when they are applied consistently and at scale. Admatazz’s scientific approach makes them the ideal partner to take sonic branding beyond big films and into everyday ‘earpoints’.”

The collaboration strengthens Admatazz’s distinctiveness-focused offering, helping brands build long-term memory structures through both visual and sonic assets.