“Ting Ting Ti-Ding”, which has been the sonic signature tune of Britannia Industries — a legacy known to make delicious snacks for decades — is not only iconic but has also led to a total brand recall. The brand continues to strike a big chord with consumers, as soon as the tune is played.
On October 16, Britannia Industries, an Indian multinational foods company, partnered with Zepto, a quick commerce (q-commerce) firm, where its iconic sonic signature tune “Ting Ting Ti-Ding”, rings every time consumers add the product to the q-commerce’s cart.
Amit Doshi, Chief Marketing Officer (CMO), Britannia Industries, weighed in on the iconic sonic signature tune.
“It’s a privilege to be working on a brand, which is a pioneer in sonic branding. Britannia created this in the 1980s when sonic branding was not even a term or a phrase. Over a period of time, it’s become an absolute integral part of the brand’s identity. It’s one of the things that the brand is most recognised across the country apart from its distinctive logo.”
Edited excerpts from the interview:
Could you explain the genesis of the Britannia-Zepto collaboration and the iconic tune, ‘Ting Ting Ti-Ding’?
I’ve always believed that an idea can come up from anywhere. In this case, it popped up during a conversation that took place between our brand team and the Zepto’s.
If you look at how Britannia approaches marketing, we are attempting to create experiences that are not just exciting for consumers but also offer a shock-and-awe value.
Brands, which are as iconic as Britannia, need to evolve. But at the same time it’s important to come up with surprises from time to time.
I do feel that the connection between a brand and its consumers is much like a human relationship that evolves over a period of time. It’s important that there are surprising elements that keep the relationship alive and refreshing. We have been unpacking a lot of experiential initiatives across brands, which have manifested in unique activation ideas in the recent past. This collaboration is to be seen in that larger context.
India abounds with a multi-channel environment. There are many unique and different ways in which one can create delightful experiences, whether it’s in-store or online. While brands focus a lot on consumer experiences, I don’t think they do enough for delightful and surprising shoppers’ experiences. The Britannia-Zepto collaboration was to create these delightful shopper experiences.
Utkrishat, a young member in our marketing team, is the brain behind the creative spark. It epitomises our bid to create meaningful and yet surprising experiences for consumers.
How strong is the brand and emotional recall factor of ‘Ting Ting Ti-Ding’ and could you back this strategy with consumer research, if any?
Britannia evokes childhood memories among our consumers. The brand is an extension of their daily lives.
All of us have our own favorite Britannia advertisements. The signature “Ting Ting Ti-Ding” tops consumers’ consumers. Since we operate out of Bengaluru, I’m sharing with you a recurring personal anecdote. Bengaluru, as we all know, is the IT (information technology) capital of the country. So, more often than not, your neighbours and friends happen to be in the IT industry. When I tell them that I’m working for Britannia, the first thing they do is hum this signature sonic tune. That’s how strong the brand recall is.
How crucial is a sonic signature tune for a brand? How has “Ting Ting Ti-Ding” enhanced Britannia’s brand value?
A sonic signature tune encapsulates a brand’s immersive and sensory experience. What we hear and what we see have a far greater impact in our memories than anything else. There have been very famous sonic signatures in the past. Intel and Mastercard’s sonic signature tunes have been truly inspiring through the years.
It’s a privilege to be working with a brand, which is a pioneer in sonic branding. Britannia came up with the concept in the 1980s when sonic branding was unheard of.
Now, it has become an absolute integral part of the brand’s identity. It’s one of the things that the brand is most recognised across the country apart from its distinctive logo.
Have there been any instances of copyright infringement of ‘Ting Ting Ti-Ding’?
No. Fortunately, we have not come across any such instances.
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