United Breweries (UB), part of the Heineken company, has been granted trademark registration for the iconic Kingfisher jingle 'Oo La La La Le O', formally recognising the sonic identity that has been integral to the brand for nearly three decades.

With this registration, UB becomes the first company in India’s alcoholic beverages category to secure a registered sonic trademark, and the only manufacturer of packaged drinking water to hold such a distinctive sonic brand asset.

Introduced in 1996, the Kingfisher jingle has been consistently used for nearly three decades, developing a strong and enduring association with the brand. 

With its distinctive tune and high consumer recall, the jingle has long functioned as a trademark in practice, now officially recognised in law.

The registration marks a milestone in protecting brand equity in non-traditional formats, reflecting the growing importance of sonic identity as a powerful brand identifier in a multisensory marketing landscape.

Over the years, the jingle has evolved beyond advertising to become a cultural cue. It has recently been reimagined through collaborations with leading music artists and integrated into high-energy platforms, including the Women’s Premier League (WPL), reinforcing its relevance with new-age audiences while retaining its legacy appeal.

By securing trademark registration for the Kingfisher jingle, United Breweries has strengthened its rights over a tune that has consistently reinforced the brand’s identity, turning a familiar sound into a legally protected asset in perpetuity.

Vikram Bahl, chief marketing officer, United Breweries, 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.”

Neha Munjral, chief legal officer, United Breweries, added, "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."