Fashionistas are tapping their foot to a new sound in town! MOGO, as Myntra’s latest musical logo is called, is breaking the visual clutter in the ecommerce space by adding a new dimension to the brand and giving it a sonic identity.
As customers get increasingly focused on seeking experiences through products they buy, music – by its very nature of evoking emotional responses – becomes the right fit. Besides helping brands communicate their core principles, just as logos used to do, its versatility allows it to be used at multiple touch-points like TVCs, radio ads, digital platforms, mobile Apps and events. Welcome to Myntra’s audio signature.
Myntra couldn’t have found a grander platform to launch its MOGO than the recently concluded IIFA 2017, held in New York’s iconic Times Square. Myntra’s MOGO is everything one has come to associate with the brand –creating the perfect aural imagery for the fashion leader.
Watch A.R.Rehman’s percussionist Sanket Naik jamming at IIFA during the launch of MOGO.
The acoustic theme, lasting 1.5 seconds, encapsulates the essence of the brand, evoking images of the brand’s warmth, infectious energy and positivity – as reflected in its clothesline as well.
Myntra is the first e-commerce company to create its MOGO, which has been developed by BrandMusiq, India’s first sonic-identity company. Myntra’s new MOGO will soon be part of all core communications – TVCs, digital content, platform assets, customer touch-points, caller tunes of delivery personnel, among others.