Mumbai, Aug 2025: The International Advertising Association (IAA) India Chapter, the country’s only cross-industry body uniting advertisers, agencies, and media professionals, has partnered with BrandMusiq, Asia’s pioneering sonic branding agency, to launch its sonic identity.
In a world where brands are increasingly defined by how they make us feel, IAA’s new sonic identity offers a bold and emotionally resonant way to experience the brand, not just see it or read it, but hear it.
As a part of the collaboration, BrandMusiq has crafted a distinct MOGO® (musical logo) and an immersive MOGOSCAPE®, a rich sonic environment that reflects IAA’s archetypes: the Hero (courageous, inspiring) and the Creator (imaginative, expressive). Rooted in Indian aesthetic philosophy, the identity draws from the Rasas of Veera (inspiration), Adbhuta (awe), and Karuna (empathy), echoing IAA’s purpose to lead, uplift, and connect with heart.
Abhishek Karnani, President IAA from IAA India Chapter, shared: “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 become a part of IAA’s brand world, echoing across events, films, digital platforms, and campaigns, offering a consistent and emotionally engaging experience to all who interact with it.
In embracing this new dimension of branding, IAA joins a growing wave of forward-thinking organisations using sound as a strategic and soulful connector in an increasingly digital and distracted world.
About BrandMusiq
Founded by Rajeev Raja with Ajit Varma as CEO and Co-founder, BrandMusiq expresses a brand's essence by applying the science of sound and the art of music. It has created the term MOGO®️ - a distillation of a brand’s sonic identity which is the shortest distance between a brand and a consumer’s heart. It is the sonic essence of a brand in musical terms and evokes its core values, emotions and persona.
