The collaboration introduces a distinctive MOGO® and MOGOSCAPE® rooted in Indian aesthetics, redefining how the IAA brand is experienced.
Mumbai, August 18, 2025: The International Advertising Association (IAA) India Chapter has unveiled its first sonic identity in partnership with BrandMusiq, Asia’s pioneering sonic branding agency. With this launch, IAA becomes one of the few industry bodies in the world to adopt a holistic sound strategy that reinforces its brand presence across platforms.
Crafted by BrandMusiq, the sonic identity includes a unique MOGO® (musical logo) and an immersive MOGOSCAPE® (sonic environment) inspired by IAA’s core archetypes—the Hero (courageous, inspiring) and the Creator (imaginative, expressive). Drawing from Indian aesthetic philosophy, it resonates with the Rasas of Veera (inspiration), Adbhuta (awe), and Karuna (empathy), embodying IAA’s mission to lead, uplift, and connect.
Commenting on the launch, Abhishek Karnani, President, IAA India Chapter, said: “IAA has always stood for ideas that move industries forward. With this sonic identity, we now have a new language—one that’s emotionally alive and future-facing. It reflects who we are today and who we hope to become tomorrow.”
Rajeev Raja, Founder & Soundsmith, BrandMusiq, added: “IAA isn’t just an institution—it’s a creative spirit that unites people across borders and disciplines. The MOGOSCAPE® we’ve created is more than a sound—it’s a musical embodiment of courage, curiosity, and care.”
The new sonic identity will now feature across IAA’s events, digital platforms, campaigns, and films, offering stakeholders a consistent and emotionally resonant brand experience. By embracing this sonic dimension, IAA joins a growing global movement of organisations using sound as a strategic and soulful connector in an increasingly digital-first world.
About IAA India Chapter:
The International Advertising Association (IAA) India Chapter is the country’s only cross-industry body representing advertisers, marketers, agencies, and media professionals. With a mission to foster dialogue, drive innovation, and champion industry growth, IAA India plays a key role in shaping the future of communications in the region.
About BrandMusiq:
BrandMusiq is Asia’s pioneering sonic branding agency, founded by Rajeev Raja. The agency specialises in creating sonic identities, including MOGOs® and MOGOSCAPES®, that enable brands to connect with audiences at a deeper emotional level. BrandMusiq has partnered with leading global and Indian brands to craft unique sound strategies that go beyond logos and visuals.
