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

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

Natasha Saqib, Hardik Dhull, Sanskriti Agrawal
Copyright: © 2024 |Pages: 27
ISBN13: 9798369307786|ISBN13 Softcover: 9798369345191|EISBN13: 9798369307793
DOI: 10.4018/979-8-3693-0778-6.ch006
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MLA

Saqib, Natasha, et al. "Sonic Branding in the Telecom Sector: A Case Study of Airtel's Jingle." Building Strong Brands and Engaging Customers With Sound, edited by Minna-Maarit Jaskari, IGI Global, 2024, pp. 125-151. https://doi.org/10.4018/979-8-3693-0778-6.ch006

APA

Saqib, N., Dhull, H., & Agrawal, S. (2024). Sonic Branding in the Telecom Sector: A Case Study of Airtel's Jingle. In M. Jaskari (Ed.), Building Strong Brands and Engaging Customers With Sound (pp. 125-151). IGI Global. https://doi.org/10.4018/979-8-3693-0778-6.ch006

Chicago

Saqib, Natasha, Hardik Dhull, and Sanskriti Agrawal. "Sonic Branding in the Telecom Sector: A Case Study of Airtel's Jingle." In Building Strong Brands and Engaging Customers With Sound, edited by Minna-Maarit Jaskari, 125-151. Hershey, PA: IGI Global, 2024. https://doi.org/10.4018/979-8-3693-0778-6.ch006

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Abstract

The purpose of this study is to explore the strategic utilization of sound and music in brand communication, known as sonic branding, with a particular emphasis on the telecom sector. This research aims to investigate the profound impact of Airtel's jingle on the development of brand identity and its influence on consumer engagement within the telecom industry. This research employs an exploratory case study approach. The jingle was found to evoke both emotional and cognitive associations with the brand, contributing significantly to consumer engagement. The findings emphasize the critical role of sonic branding in the telecom sector and its potential to create a distinctive sonic identity. This study contributes to the growing body of knowledge on the significance of sonic branding in contemporary marketing. It adds value by specifically examining the telecom sector and Airtel's jingle as a case study, offering insights that can be valuable to both academics and practitioners in the field.

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