Universal Music launches division to create brand anthems, corporate jingles

While larger brands have made significant investments in creating and owning jingles, smaller enterprises are now looking to create their own anthems too

BestMediaInfo Bureau | Delhi | March 20, 2012

Music has always played a key role in brand-building. While larger brands have made significant investments in creating and owning jingles, small and medium enterprises are now looking to create their own anthems too. With this in mind, Universal Music India (UMI) has formalised a new department exclusively dedicated to servicing clients who have such requirements.

The new business team has been actively associating with brands to create proprietary music for media exploitation which, in addition to being used as a marketing asset, can be monetised through music sales.

Devraj Sanyal, Managing Director, Universal Music India & SAARC, said, “The medium to large enterprises, especially the SME segment, are leaning on innovation as a big part of their brand plans. UMI's new vertical helps create brand anthems which will further fortify their branding using music as the medium. Apart from these songs being used in frontline and BTL advertising, the ability to use these pieces to actually generate revenue is phenomenal.”

Ashish Joshi, Digital & Business Development Head, Universal Music India, said, “In today's market, having a strong brand can significantly change the way your consumers see you. And music lends that strong impact to a brand. While the aim is to enhance brand recognition, memorability and throughput of advertisements, we will use our digital network and other media partnerships to create an additional revenue stream for such brands.”

Music is the most pervasive form of entertainment today and brands are increasing their usage of music as a carrier of marketing messages. Music is used in all television commercials and with the recent success of 'Hum Mein Hai Hero' and 'Har Ek Friend Zaroori Hota Hai', brands have realised the tremendous potential in owning anthems.

Universal Music India is a 100 per cent subsidiary of Universal Music Group, and has a rich Indian catalogue comprising songs from Classic Hindi and Regional Films to IndiPop, Bhangra, Ghazals and Devotional. It's catalogue includes artistes such as Asha Bhosle, Anup Jalota, Bombay Vikings, Jagjit Singh, JoSh, Malkit Singh, Pankaj Udhas, Panjabi MC, Raghav, Bohemia, Mohit Chouhan to name a few. On the international music front, it has artistes such as ABBA, Akon, Bon Jovi, Bryan Adams, The Black Eyed Peas, Enrique Iglesias, Eminem, Lady Gaga, Taylor Swift, Justin Bieber to name a few.

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