Interbrand Unveils Polycab Sonic Identity

Interbrand, World’s and India’s leader in brand consultancy, has stepped up its offer by building capability for an integrated experience design. It has built both an in-house vertical as well as created global partnerships with the likes of Massive Music and Sixieme Son, renowned international sonic identity firms. It has unveiled the offer with the successful completion of its project for Polycab. Polycab, a renowned FMEG brand, launched its new brand identity on September 18, 2023, which included a visually striking logo inspired by the hope, optimism and energy of the sunrise, aligning with its brand purpose of 'Connecting all to a brighter future.' 

In addition to crafting a new brand narrative and visually representing Polycab's vision, Interbrand introduced the Sonic identity for Polycab, making the integrated offer a significant milestone in the world of branding and marketing. 

To cater to diverse stakeholder expectations, Interbrand designed multiple versions of the Sonic identity. The "Family version" celebrates the usage of Polycab products in consumers' lives and will be integrated into television commercials, online videos, the website, and other brand assets. The "Corporate version" will enhance experiences for employees across offices and manufacturing plants during official programs and events. Special occasions will be enlivened with the "Sports and festival versions." 

This comprehensive sound kit includes ringtones, caller tunes, app sounds, and various soundscapes, ensuring a multifaceted approach to brand experience. The creative genius behind this Sonic identity design program is Dielle D'sa, under the guidance of Utpal Barve, Experience Director at Interbrand India. 

Utpal Barve, Experience Director at Interbrand India, highlighted the significance of this new vertical, stating, "Interbrand India, with this addition of a new service in our already large service repertoire, aims to provide an even more strategic and experiential integration to our partners." 

Ashish Mishra, CEO, Interbrand India & South Asia, emphasized the growing need for holistic branding, stating, "Brands need to acnhor deep to be able to go wide and straddle the ever increasing spectrum of touch points. This can best be done if the multiple facets of Deep Branding are defined and designed together. Collaborating with Polycab on such an interesting program has been a great learning experience. We are excited about the promise and potential of an integrated sonic branding approach. We are already in conversations with our global partners to take this musical journey to the next level of collective growth." 

Interbrand's foray into integrated sonic branding with the successful creation of Polycab's Sonic identity showcases its commitment to innovation and its ability to shape the future of brands and branding.