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The end of an era for Vistara Airlines has prompted a heartfelt tribute from BrandMusiq, the sonic branding agency behind the airline’s iconic "Ta Ra Ra Ra" sound. As Vistara takes its final flight, BrandMusiq reflects on the impact of this unforgettable musical identity and the role it played in the agency’s rise to prominence.
Vistara, which was BrandMusiq’s very first client, entrusted the agency with creating a distinctive sonic identity. The result was the instantly recognisable "Ta Ra Ra Ra" – a melody that became synonymous with the airline’s brand. According to Rajeev Raja, Founder and Soundsmith of BrandMusiq, this sound holds a deep personal significance. "Every time I hear it, I still get goosebumps – a feeling that will never fade," Raja said. "Sadly, this beautiful sound will no longer be heard onboard Vistara flights, marking the end of an era."
The story behind this sonic identity goes back to the early days of BrandMusiq. Raja recalls the moment when Vistara’s leadership team, led by then-Chairman Prasad Menon, was first introduced to the agency. “We presented our ideas to the senior leadership from both the Tata Group and Singapore Airlines at the Taj Mahal Hotel, and after just 15 minutes, we received a standing ovation. That moment was a turning point for BrandMusiq, and we are forever grateful to Vistara for believing in us when we were a fledgling startup.”
That "Ta Ra Ra Ra" sonic identity not only propelled Vistara into the hearts of travellers but also marked the beginning of BrandMusiq’s ascent in the world of sonic branding. The sound became one of the airline’s most recognisable assets, embodying the essence of sophistication and quality that defined Vistara’s brand.
As Vistara takes its final flight, BrandMusiq reflects on the airline’s high-flying standards, which will continue to resonate long after its departure from the skies. “While we may never hear ‘Ta Ra Ra Ra’ in the skies again, its legacy lives on, echoing the spirit of excellence and sophistication that defined Vistara,” Raja concluded.
In honour of this moment, BrandMusiq invites listeners to experience a special sonic tribute to the airline. “Put on your headphones, close your eyes, and let the music take you on one final journey.”
