Aditya Birla Launches 'Sound Of ABC' To Deepen Brand Recall

Aditya Birla Capital has introduced a new sonic identity, marking its entry into audio-led brand building as it looks to create a more immersive and emotionally resonant customer experience.

Announcing the development, Darshana Shah, Group CMO, said the initiative,titled “Sound of Aditya Birla Capital”,is designed to extend the brand’s presence beyond visual cues into the auditory space. The move reflects a broader shift in marketing, where sound is increasingly being used to build recall, familiarity, and trust.

The sonic identity aligns with the company’s positioning as a “personal coach” in customers’ financial journeys, aiming to deliver a consistent and recognisable experience across its portfolio, including loans, investments, insurance, and payments.

Developed in collaboration with Rajeev Raja, Founder of BrandMusiq, the audio branding system is intended to create a distinct and unified brand voice across touchpoints.

With this launch, Aditya Birla Capital joins a growing list of brands leveraging sonic branding to strengthen emotional engagement, signalling a continued evolution in how financial services companies approach consumer connection and brand recall.