In a major branding win, United Breweries Limited (UBL) has received trademark protection for its well-known “Oo La La La Le O” Kingfisher jingle, officially recognising it as a protected sound in India.
The Trade Marks Registry granted the sound mark registration with effect from January 31, 2025. The official certificate, issued on February 5, 2026, gives the company exclusive rights over the tune for ten years, with the option to renew it later.
What this means
A sound mark is a special type of trademark that protects a unique audio identity — just like a logo or brand name. Under India’s Trade Marks Act, 1999 and Trade Marks Rules, 2017, businesses can register distinctive sounds if they clearly represent their brand.
In UBL’s case, the jingle was filed as an “Instrumental Melody (Sound Mark)” under a multi-class application. The company has been using the tune consistently since February 21, 1996.
The trademark covers:
Class 32: Beers, non-alcoholic beverages, mineral and aerated waters, fruit drinks, juices, and beverage syrups
Class 33: Alcoholic beverages (excluding beer) and related preparations
During the review process, the Registry found no identical or confusingly similar sound mark, clearing the way for approval and registration.
Part of a growing trend
Sound trademarks are still relatively rare in India. Recently, Indian Hotels Company Limited (IHCL) secured registration for the “Taj” sonic identity — reportedly the first hospitality brand in India to receive such protection.
Other well-known sound marks in India include the signature tunes of Bharti Airtel, ICICI Bank, the famous “Ta-dum” sound of Netflix, and the sonic logo of Reliance Jio.
Beyond sound: Smell trademarks too
India is also expanding protection for other non-traditional trademarks. In November 2025, the first application for a smell (olfactory) mark — a floral fragrance for tyres filed by Sumitomo Rubber Industries — was accepted. This marked a new step in recognising sensory branding elements.
With its Kingfisher jingle now legally protected, United Breweries has strengthened its brand identity, showing how sound is becoming an increasingly valuable business asset in India.
The Aabkari(Abkari) Times magazine occupies a unique niche in the Indian media landscape. As the only Hindi monthly magazine dedicated to alcohol, liquor, excise, and allied industries, it caters to a specific audience with a specialized knowledge base.
