The International Advertising Association (IAA) India Chapter, has partnered with BrandMusiq, to launch its sonic identity.

IAA’s new sonic identity offers a bold and emotionally resonant way to experience the brand not just see it or read it, but hear it.

As a part of the collaboration, BrandMusiq has crafted a distinct MOGO (musical logo) and an immersive MOGOSCAPE, a sonic environment that reflects IAA’s archetypes: the Hero (courageous, inspiring) and the Creator (imaginative, expressive). Rooted in Indian aesthetic philosophy, the identity draws from the Rasas of Veera (inspiration), Adbhuta (awe), and Karuna (empathy) echoing IAA’s purpose to lead, uplift, and connect with heart.

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 and soundsmith, BrandMusiq, added, "IAA isn’t just an institution it’s a creative spirit that brings people together 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 sonic identity will now become a part of IAA’s brand world echoing across events, films, digital platforms, and campaigns offering a consistent and emotionally engaging experience to all who interact with it.