Interbrand unveils new vertical for integrated brand experience

Interbrand 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.

It has unveiled the offer with the successful completion of its project for Polycab.

In addition to crafting a new brand narrative and visually representing Polycab's vision, Interbrand introduced the Sonic identity for Polycab.

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."

The 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, Interbrand India, said, "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 and South Asia, said, "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."

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