MAM
HDFC Life launches its musical logo – a unique sonic identity
MUMBAI: HDFC Life Insurance Company Limited, one of India’s leading private life insurance companies, launched its sonic identity (MOGO – musical logo) to be used across customer touch points.
HDFC Life is India’s first private life insurance company to launch a Musical Logo – MOGO.
The power of sound is tremendous. It only takes around 0.146 seconds for human beings to react to sound. ‘Sonic branding’ utilises the ‘sound of a brand’ to evoke a collective range of emotions and memories associated with a brand. And a MOGO is the quickest way to trigger this.
Through the MOGO, HDFC Life is aiming to create a distinct brand sound to help improve recall every time someone interacts with the brand sonically. The MOGO was developed keeping in mind the core values of HDFC Life. It is inspired by the Rasas – Shingara (Love), Veera (Courage) and Shantha (Peace), reflecting the caring, courageous brand that enables you to live your life with pride.
HDFC Life has had a reputation for campaigns that resonate with the consumers, including a musical legacy of jingles, which have received much love and appreciation. With this MOGO, HDFC Life hopes to build continuity by leveraging the already present sonic asset of its ‘Sar Utha Ke Jiyo’ (live with pride) tune giving it a fresh, contemporary new identity whilst retaining the essence of the old tune.
Pankaj Gupta, Chief Marketing Officer, said, “The advent of technology and rapid digitization of the world is completely transforming the way consumers live, work and play, today. HDFC Life as a brand has always had a strong visual identity. With changing consumer habits, we realized early that sound would play a critical role in creating brand recall, differentiation and engagement with our stakeholders. The musical logo creates a sonic identity for a brand that's in tune with the evolution taking place today, while remaining true to the brand's core values.”
The MOGO has been suitably adapted to multiple versions and will be used in touch points like TV, radio, digital ads and content, events, IVRs, caller-tune, ringtones, call hold recordings, mobile applications, website etc.
The HDFC Life MOGO has been created in collaboration with Brandmusiq, who are pioneers in this space and have coined the term ‘MOGO’. BrandMusiq has created sonic identities for clients the world over. Founded by Rajeev Raja with Ajit Varma as co-founder and CEO, BrandMusiq expresses a brand’s essence by applying the science of sound and the art of music to create powerful sonic branding.
Rajeev Raja sums up: ‘It was very exciting for BrandMusiq to evolve and contemporize the existing HDFC Life jingle into a comprehensive sonic identity system with its distinct MOGO®’.
Brands
Hyundai and TVS Motor partner to develop electric three wheelers
Joint development pact targets last mile mobility with localisation push
MUMBAI: Three wheels, one big ambition and a charge towards the future. Hyundai Motor Company and TVS Motor Company have signed a joint development agreement to co-create electric three-wheelers (E3Ws), aiming to crack India’s complex last-mile mobility puzzle. The collaboration moves beyond concept talk into execution mode, building on the E3W prototype first showcased at the Bharat Mobility Global Expo 2025. The goal now is clear, design, develop and commercialise a purpose-built vehicle tailored to Indian roads, riders and realities.
Under the agreement, Hyundai will lead design and co-development, bringing its global R&D muscle and human-centric engineering approach to the table. TVS Motor, meanwhile, will anchor the product on its electric platform, leveraging deep three-wheeler expertise and local market insight. It will also handle manufacturing and sales in India, with an eye on exports down the line.
The timing is strategic. India remains the world’s largest three-wheeler market, where affordability, durability and adaptability often outweigh sheer innovation. The upcoming E3W aims to strike that balance combining advanced technology with practical features such as adaptive ground clearance for monsoon-hit roads, improved thermal management for tropical climates, and flexible interiors suited for passengers, cargo or emergency use.
A key pillar of the partnership is localisation. Major components will be sourced and manufactured within India, a move expected to strengthen the domestic supply chain, create jobs, lower costs and improve after-sales support.
The shift from prototype to production will involve rigorous testing, certification and refinement to meet regulatory standards and consumer expectations. Dedicated cross-functional teams from both companies are already in place to accelerate timelines.
At a broader level, the tie-up reflects a growing trend in mobility, global players partnering with local specialists to navigate emerging markets. For Hyundai and TVS, the bet is that combining scale with street-level insight could unlock a new chapter in sustainable urban transport, one that runs not just on electricity, but on relevance.
