“2026 To Be A Turning Point For Sonic Branding As BrandMusiq Scales AI-Led Innovation": Rajeev Raja

Rajeev Raja, Founder and Soundsmith at BrandMusiq, is one of India’s foremost voices in sonic branding. Known for pioneering musical logos and evidence-led sound identities in India, Raja is now focused on taking brand sound beyond campaign films and into everyday digital moments.

His latest collaboration with Admatazz brings together creativity, emotion and performance data to build scalable sonic systems,designed not just to sound distinctive, but to perform consistently across today’s low-attention, high-frequency brand touchpoints.

In the interview, he explains how sonic identity in India has been limited to short-term campaigns and outlines how BrandMusiq’s partnership with Admatazz aims to turn sound into a scalable brand asset,using owned MOGOs® across everyday digital touchpoints to build recall through consistency, creativity, data and AI-led innovation.

Here are edited excerpts:

You’re aiming to take sonic identity from big campaign films into everyday digital formats. What gap did you see in India’s content ecosystem that made this partnership necessary now?

In India, sound has largely been treated as a campaign asset, not a brand asset. Brands invest in powerful anthems or film scores, but the moment a campaign ends, the sound disappears. At the same time, most consumer interactions now happen in everyday digital formats,reels, shorts, apps, notifications, UX moments.

The gap was clear: brands had sonic identities, but they weren’t being operationalised at scale. This partnership is about changing that,taking the brand’s MOGO® (musical logo) and making it live consistently across low-attention, high-frequency environments. With shrinking attention spans and rising screen fatigue, sound has become one of the most underutilised yet powerful memory levers for brands today.

With social-first sonic libraries and evidence-led distinctiveness at the core, how will this collaboration help brands move beyond generic stock audio and build stronger memory structures?

Stock audio is convenient, but it builds no memory and no ownership. The brain doesn’t remember randomness,it remembers repetition, structure, and emotional consistency.

Every sonic library we create is derived from the brand’s MOGOSCAPE® (sonic blueprint) and its MOGO®, ensuring that even a two-second reel carries the same memory structure as a 30-second film. 

In low-attention environments, brands don’t win by being louder,they win by sounding familiar. This collaboration helps brands move from borrowed sound to owned sound, which is where real recall and preference are built.

Sonic cues like Netflix’s ‘Tudum’ or McDonald’s ‘I’m Lovin’ It’ are global cultural assets. What does it take to achieve that level of recall in India, and how do MOGOs® fit in?

Cultural sonic assets are engineered, not accidental. They work because they are musically simple, emotionally precise, and relentlessly consistent across Earpoints.

In India’s cluttered digital landscape MOGOs® are designed as auditory shortcuts: short, distinctive, emotionally aligned with the brand, and scalable across formats,from reels and notifications to retail and broadcast.

Placed at the right Earpoints, they cut through clutter not by being louder, but by being instantly recognisable. That’s how sound becomes culture,through meaningful repetition, not excess.

How will BrandMusiq and Admatazz merge creativity, emotion, and data to create sound signatures that perform at scale?

Great sonic branding sits at the intersection of art and science. Emotion gives sound its power; data gives it direction. Creativity without structure doesn’t scale, and data without emotion doesn’t connect.

This partnership closes that loop. Creative intuition shapes the emotional core of the MOGO®, while performance data informs how, where, and how often it should appear. Reels, ads, and offline touchpoints become test-and-learn opportunities,without ever compromising sonic consistency or brand integrity.

If this partnership succeeds, how will the consumer experience of branded content change in the next two to three years?

Consumers may not consciously notice the shift,but they’ll feel it. Brands will start to sound familiar across platforms, even as visuals change. A reel, an app interaction, a store visit, or a payment confirmation will feel connected through sound.

Over the next few years, consumers will recognise brands by ear as easily as by sight. Sound will move from being decorative to functional,guiding, reassuring, and building trust in everyday moments. 

What can we expect from BrandMusiq in 2026?

BrandMusiq is set to unveil a slate of pathbreaking work in 2026, spanning high-profile sonic branding projects and cutting-edge innovation. Alongside its expanding portfolio of prestigious assignments, the company is increasingly harnessing the power of AI to create and deliver sonic identities at unprecedented speed,reshaping how brands sound, scale and connect.