Ting ting ta ting – do we still feel the sonic ring

Date: 29 April 2025

Insight Hero Banner


Britannia’s iconic mogo or musical logo, still resonates with boomers & millennials, so does Titans. In recent times Zomato, PayTM & Google Pay have made some efforts to resurrect the ghost of sonic marketing. Is it back, how can neuromarketing dovetail with brands and help them build a sonic boom. Decrypt Decodes Sonic Marketing in India: The Relevance and the Road Ahead Sonic marketing—leveraging sound, music, and audio elements to build brand identity—has gained significant traction in the Indian market. From iconic jingles that evoke nostalgia to innovative audio branding strategies in the digital age, sonic marketing has proven to be a powerful tool for capturing attention, evoking emotions, and creating lasting impressions. But what is its future in the evolving Indian marketing landscape?

Research Approach


The Relevance of Sonic Marketing in India

India’s diverse culture and strong emotional connection to music make sonic marketing highly effective. Here are some statistics that highlight its current relevance:

  1. Growing Audio Consumption:
    • Audio Streaming Boom: India is home to over 150 million monthly active users of music streaming platforms like Spotify, Gaana, and JioSaavn, as reported by Deloitte. This indicates an immense opportunity for brands to connect with audiences through audio ads and sonic branding.
    • Podcast Popularity: A PwC report reveals that the Indian podcast market will grow at a CAGR of 30%, with millions tuning in to spoken-word content, opening doors for branded jingles and audio sponsorships.
  2. Impact of Sonic Branding:
    • Recall Power: Studies show that consumers are 24% more likely to remember brands with unique audio identities, such as jingles or sound logos. Think of Airtel’s iconic tune or Britannia’s “Ting Ting Ti Ting.”
    • Emotional Engagement: Music activates emotional centers in the brain, and brands with strong sonic elements experience higher engagement rates.
  3. Rise of Voice Search:
    • According to Google, 30% of searches in India are now voice-based, creating opportunities for brands to craft unique audio responses and sonic signatures to accompany voice interactions.
The Future of Sonic Marketing in India

As technology advances and consumer preferences evolve, sonic marketing is expected to grow even further. Here are key trends shaping its future:

  1. Integration with AI and Voice Assistants:
    • India’s adoption of voice assistants like Alexa and Google Assistant is rising, with the voice commerce market projected to reach ₹5,000 crore by 2025, according to PwC. Brands can create personalized audio experiences through voice interactions, such as branded greetings and custom responses.
  2. Hyper-Personalization:
    • Sonic marketing will leverage AI to deliver tailored audio experiences based on consumer behavior. For example, brands might use dynamic jingles that adapt based on a user’s preferences or location.
  3. Immersive Experiences Through AR/VR:
    • With the rise of augmented and virtual reality, sonic branding will evolve to complement immersive experiences. For instance, brands in India might use spatial audio in VR campaigns to enhance storytelling and engagement.
  4. Social Media and Sonic Snippets:
    • Short-form videos on platforms like Instagram Reels and YouTube Shorts are dominating attention spans. Sonic branding can capitalize on this trend with catchy tunes and sound effects optimized for virality.
  5. Regional Sonic Strategies:
    • India’s linguistic diversity demands localized sonic marketing approaches. Brands will increasingly craft jingles and audio elements in regional languages to resonate with specific demographic groups.
Challenges and Opportunities

While the future of sonic marketing is bright, there are challenges to overcome:

  • Over-saturation: The sheer volume of audio ads risks creating fatigue. Brands must innovate to stand out.
  • Measuring Effectiveness: Quantifying the ROI of sonic campaigns can be complex, requiring advanced analytics tools.

On the flip side, opportunities abound:

  • Cultural Resonance: Music and sound are deeply ingrained in India’s culture, making sonic marketing an ideal tool for emotional storytelling.
  • Cross-Platform Potential: With audio content spanning streaming apps, podcasts, social media, and voice assistants, brands have diverse platforms to leverage.
Conclusion

Sonic marketing in India is far from fading into the background; it is poised to become a cornerstone of brand strategy in the digital age. By combining creativity, technology, and cultural insight, brands can craft soundscapes that resonate deeply with Indian audiences.

With the steady rise of audio consumption and the rapid growth of voice-enabled technologies, the future of sonic marketing is undoubtedly loud and clear.

Start your Journey

Start decoding your consumer mind & understand why brands across the subcontinent trust us to discover their customer truth.