Ujjivan Small Finance Bank (Ujjivan SFB) has launched its innovative sonic brand identity, ‘The Sound of Ujjivan,’ setting a precedent as the first small finance bank in India to embrace sonic branding. This initiative aims to deepen customer engagement by integrating a unique auditory signature into various banking touchpoints, including phone banking, mobile apps, ATMs, and the bank’s website.
Crafted by Unmute, a leading Scandinavian sonic branding agency, the new sonic logo embodies Ujjivan’s core values of Opportunity and Freedom, designed to evoke Trust and Progress. Utilizing the ‘Geneva Emotional Music Scale,’ Unmute tailored the sound to resonate emotionally with customers, ensuring a memorable brand experience.
In Kolkata, the introduction of this sonic identity is anticipated to enhance Ujjivan’s brand visibility and customer connection. With Kolkata’s rich cultural and musical heritage, the sonic branding is poised to create a distinctive and relatable experience, reinforcing Ujjivan’s presence in the region.Ms. Carol Furtado, Executive Director at Ujjivan SFB, and Mr. Lakshman Velayutham, Chief Marketing Officer, both emphasized the strategic importance of this initiative in strengthening brand recall and emotional resonance. Simon Kringel of Unmute praised the collaboration for its cross-cultural innovation, blending global and local musical elements to create a unique soundscape.
