MUMBAI, INDIA – The International Advertising Association (IAA) India Chapter, the country’s only cross-industry body bringing together advertisers, agencies and media professionals, has announced the launch of its first ever sonic identity in collaboration with BrandMusiq, Asia’s pioneering sonic branding agency.
At a time when brands are increasingly defined not only by what they say but by how they make people feel, the move marks a strategic step in the IAA’s evolution. Its new sonic identity seeks to offer audiences a richer, more immersive brand experience.
Central to this identity are two bespoke sound elements created by BrandMusiq: a MOGO (musical logo) and a MOGOSCAPE, a layered sonic environment that captures the IAA’s spirit and aspirations. Drawing inspiration from the brand’s archetypes – the Hero (courageous and inspiring) and the Creator (imaginative and expressive), the compositions are rooted in Indian aesthetic philosophy. They evoke the Rasas of Veera (inspiration), Adbhuta (awe) and Karuna (empathy), echoing IAA’s mission to lead, uplift and connect with heart.
Abhishek Karnani, President IAA, India Chapter shared that “IAA has always stood for ideas that move industries forward. With this sonic identity, we now have a new language—one that’s emotionally alive and future-facing. It reflects who we are today and who we hope to become tomorrow.”
Rajeev Raja, Founder & Soundsmith, BrandMusiq added “IAA isn’t just an institution—it’s a creative spirit that brings people together across borders and disciplines. The MOGOSCAPE we’ve created is more than a sound—it’s a musical embodiment of courage, curiosity, and care.”
The sonic identity will now form an integral part of IAA’s brand world, resonating across its events, films, digital platforms, and campaigns. By embedding this new auditory dimension, IAA aims to deliver a consistent and emotionally engaging experience to all who encounter its brand.
With this launch, the IAA joins a growing global movement of organisations embracing sonic branding as a strategic and soulful connector – one that speaks to audiences in an increasingly digital, fragmented and distracted world.
