United Breweries (UBL), part of the HEINEKEN Company, announced that it has been granted trademark registration for the iconic Kingfisher Jingle “Oo La La La Le O,” formally recognising the sonic identity that has been part of the brand for nearly three decades.
With this registration, UBL 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 have such a strong brand recall tied to a sonic asset.
Introduced in 1996, the Kingfisher Jingle has been consistently used by UBL for almost thirty years, creating a lasting association with the brand. Its distinctive tune and strong consumer recall have long functioned as a trademark in practice, now officially recognised in law.
The registration marks a milestone in protecting brand equity in non-traditional forms, reflecting the growing role of sonic identity as a key brand element in today’s multisensory marketing landscape.
Over the years, the jingle has expanded beyond traditional advertising into cultural touchpoints. Recently, it has been reimagined through collaborations with music artists and featured on high-energy platforms including the Women’s Premier League (WPL), maintaining relevance with new audiences while staying true to its legacy.
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. By trademarking it, we’re protecting a piece of our brand’s personality and ensuring this tune continues to strike the right note as we evolve and collaborate with creators.”
Neha Munjral, Chief Legal Officer, United Breweries Limited, added: “The jingle, even without the brand name, has an immediate association with Kingfisher. After three decades of continuous use, this registration ensures long-term protection of one of our most recognisable brand elements.”
