Sonic Branding in the Telecom Sector: A Case Study of Airtel's Jingle

Introduction

As a result of intense competition within the marketplace, an increasing number of brands are embracing the strategy of multisensory marketing to establish a distinct and unique brand identity and brand equity (Iglesias et al., 2019; Rodrigues et al., 2018). In contemporary times, numerous brands employ strategic sounds, called sonic branding, to establish a distinct identity (Jackson,2003; Minsky, 2017). Sonic branding, a specialized niche within branding, harnesses the power of sound to create a unique and memorable brand identity (Kemp et al., 2023a; Steiner, 2014). It extends beyond traditional visual branding elements to focus on auditory components. These include jingles, sound logos, brand music, and other sonic elements that evoke emotions, associations, and recognition. (Bronner, 2008; Nufer & Moser, 2018). The concept of sonic branding is deeply rooted in the psychology of sound. Humans have an innate connection to sound, which can trigger powerful emotions and memories (Perlovsky, 2010). The strategic use of sound allows brands to connect with their audience on a deeper level, forging emotional connections that are often long-lasting.

Moreover, sound travels across linguistic and cultural boundaries, making it a universally understood medium. A well-crafted sonic brand can transcend language barriers and resonate with diverse audiences, a phenomenon witnessed in the success of several global brands. Bonde and Hansen's (2013) research has demonstrated the effectiveness of sonic branding as a marketing tool for effectively communicating the appropriate brand identity (Techawachirakul et al., 2023). The number of brands using sonic branding has increased by 22% over the years (McCullough, 2021).

One example of a telecom company that has harnessed the power of sonic branding is Bharti Airtel, commonly referred to as Airtel. Airtel is a prominent telecommunications service provider in India with a substantial international footprint, catering to a vast customer base spanning multiple countries and regions. The trajectory of its progression is evidence of the influential capacity of branding, encompassing both visual and sonic elements, within the telecommunications industry. Airtel's narrative is distinguished by its innovative branding strategy, notably through the utilization of a memorable jingle to establish a unique brand identity. The aforementioned musical composition, crafted by the esteemed Indian composer A.R. Rahman, has been closely associated with the brand, surpassing cultural limitations and establishing an enduring emotional bond with consumers.

This case study examines the efficacy of Airtel's jingle as a prominent illustration of successful sonic branding within the telecommunications industry. This research paper aims to provide insights into the strategic utilization of sound to establish a compelling brand identity and foster an emotional connection with customers. This will be achieved by analyzing jingles' evolution, cultural significance, and impact on brand identity. The primary research inquiries that provide direction for this particular case study are as follows: RQ 1: To what extent has Airtel's jingle played a role in fostering customer engagement within the telecommunications industry? This case study explores the strategic and emotional aspects of branding in the telecommunications industry, specifically examining the impact of sonic branding through the example of Airtel's jingle.

The paper is structured as follows: In the next section, we comprehensively review the literature related to sonic branding. Section 3 provides an overview of the research methodology employed in this study. Section 4 offers an in-depth analysis of the case under examination. The fifth section of the paper analyses the findings from the case study. In the sixth section, we present the concluding remarks of our study. The implications of the research are presented in Section 7. Section 8 of the study discusses the limitations of the research findings and proposes potential directions for future research.