In a significant move for brand identity protection, United Breweries has secured a sound trademark for the iconic “Oo la la la le o” jingle associated with its flagship brand, Kingfisher. The registration marks an important milestone in recognizing sonic branding as a valuable intellectual property asset in India’s evolving marketing landscape.

The Kingfisher jingle has long been embedded in popular culture, instantly evoking the brand’s upbeat, youthful and celebratory positioning. By obtaining exclusive rights over the audio signature, United Breweries strengthens its legal protection against imitation and reinforces the distinctiveness of its brand recall across platforms.

Sound trademarks, though still relatively uncommon compared to visual logos and wordmarks, are increasingly becoming central to global brand strategies. In an era dominated by digital content, short-form video and voice-led interfaces, audio cues play a powerful role in shaping consumer memory and emotional connection. A recognizable sonic identity ensures consistency across television commercials, streaming platforms, live events and social media touchpoints.

For United Breweries, this move signals a deeper commitment to long-term brand equity. As competition intensifies in the beverage sector, owning a distinctive and legally protected audio asset offers strategic advantage. It not only safeguards creative investments but also enhances multisensory engagement with consumers.

The registration underscores how Indian brands are embracing non-traditional trademarks to future-proof their identities. By securing its signature tune, Kingfisher reinforces its place not just in the market, but in the minds – and ears – of consumers.