Ujjivan Small Finance Bank (Ujjivan SFB) has introduced its new sonic brand identity, ‘The Sound of Ujjivan,’ marking a significant milestone as India’s first small finance bank to adopt sonic branding. The initiative is designed to enhance customer engagement through the strategic use of sound, integrating the bank’s values of Trust and Progress into its auditory presence.
Developed by Unmute, a Scandinavian sonic branding agency, the new sonic logo is crafted to evoke the core values of Opportunity and Freedom. The branding utilizes the ‘Geneva Emotional Music Scale,’ a model that tailors music to elicit specific emotional responses, ensuring that the sound aligns with Ujjivan’s brand ethos.
The sonic identity will be incorporated into various customer interactions, including phone banking, mobile applications, ATMs, and the website. Ms. Carol Furtado, Executive Director of Ujjivan SFB, emphasized that ‘The Sound of Ujjivan’ aims to strengthen customer relationships and enhance brand recall across all touchpoints. In Kolkata, Ujjivan’s sonic branding is expected to resonate strongly with customers, offering a distinct auditory experience that aligns with the city’s vibrant and diverse culture. Mr. Lakshman Velayutham, Chief Marketing Officer, noted that music’s ability to forge emotional connections is central to this initiative, making the brand more relatable and engaging.
