United Breweries Limited (UBL), part of HEINEKEN Company, has been granted trademark registration for the Kingfisher jingle 'Oo La La La Le O', formally recognising the brand’s sonic identity after nearly three decades of use.
With the registration, UBL said it is the first company in India’s alcoholic beverages category to obtain a registered sonic trademark. The company also stated that it is the only manufacturer of packaged drinking water to hold a registered sonic trademark associated with brand recall.
The Kingfisher jingle was introduced in 1996 and has been used consistently since then. The company said the tune has developed a strong association with the Kingfisher brand and has functioned in practice as a trademark, now recognised in law.
The registration reflects the increasing use of non-traditional trademarks, including sound, as part of brand protection strategies.
Commenting on the development, Vikram Bahl, Chief Marketing Officer, United Breweries Limited, said, “Some brand assets go beyond visuals and words, they live in memory and emotion. The Kingfisher Jingle is one such asset. Sonic identity today is a powerful part of how brands connect with people. For decades, the Kingfisher Jingle has been an instantly recognisable expression of who we are. By trademarking it, we’re protecting a piece of our brand’s personality and ensuring this iconic tune continues to strike the right note as we evolve and collaborate with creators.”
In recent years, the jingle has been adapted through collaborations with music artists and featured on platforms including the Women’s Premier League (WPL).
Neha Munjral, Chief Legal Officer, United Breweries Limited, said, "The jingle, even without the mention of the brand, has an immediate association with Kingfisher. It is, therefore, a quintessential trademark, which was waiting to be registered. Through three decades of continuous use, we have built an enormous goodwill and reputation around this asset, and through this registration, we have ensured long-term protection of one of our most recognisable brand elements."
By registering the Kingfisher jingle as a trademark, United Breweries has secured legal protection for the audio asset as part of its brand portfolio.
