United Breweries Limited (UBL), part of the HEINEKEN Company, has secured trademark registration for the iconic Kingfisher jingle “Oo La La La Le O,” formally recognising the brand’s long-standing sonic identity as a legally protected trademark.
With this registration, UBL becomes the first company in India’s alcoholic beverages category to secure a registered sonic trademark. The company also noted that it is the only manufacturer of packaged drinking water in the country to hold such a distinctive and legally protected sound identity.
First introduced in 1996, the Kingfisher jingle has been consistently used for nearly three decades, evolving into one of the most recognisable audio signatures in Indian advertising. Known for its catchy tune and strong recall value, the jingle has functioned as a de facto trademark for years, instantly evoking the Kingfisher brand even without visual cues. The new registration formally acknowledges this long-standing association in law.
The move reflects the growing importance of non-traditional trademarks in an increasingly multisensory marketing environment, where brands rely not only on logos and taglines but also on distinctive sounds to create emotional connections with consumers. By securing exclusive rights over its signature tune, UBL has strengthened the protection of one of its most enduring brand assets.
Over the years, the jingle has moved beyond traditional television advertising to become a broader cultural cue. It has recently been reimagined through collaborations with leading music artists and integrated into high-energy platforms such as the Women’s Premier League (WPL), helping the brand connect with younger audiences while retaining its legacy appeal.
Commenting on the initiative, 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. 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.”
Highlighting the legal significance of securing this registration, Neha Munjral, Chief Legal Officer, United Breweries Limited said, “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.”
