MUMBAI: BrandMusiq is proud to announce a remarkable collaboration with Federal Bank, resulting in the creation of the vibrant “Rishta Anthem.” This initiative showcases the musical talents of Federal Bank employees and aligns seamlessly with the bank’s brand ethos.
The MOGO® (musical logo) previously created by BrandMusiq for Federal Bank made a significant impact, inspiring the bank to extend this musical identity into an anthem. The decision to launch the anthem on World Music Day highlights Federal Bank’s commitment to deepening its association with music and reflecting the bank’s culture, which allows personal talent to find its way through the hierarchies of the corporate world.
The lyrics were meticulously crafted to resonate with Federal Bank’s brand idea of “Rishta” as encapsulated in the tagline, Rishta Aap Se Hai, Sirf App Se Nahi™.
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Federal Bank’s call for nominations saw an overwhelming response, from employees working at various offices across the country showcasing their singing and musical talents. After a rigorous selection process, five singers and four instrumentalists across different offices were chosen to bring the anthem to life.
“BrandMusiq helped us put a song and dance to our everyday work, literally. Our MOGO® which has now morphed into an anthem can be strung or tapped to a beat. It is a musical personification of a banking day as much as an amplification of an economy that’s throbbing to grow,” said MVS Murthy, CMO, Federal Bank.
Rajeev Raja, Founder & Soundsmith, BrandMusiq, expressed his delight, stating, “It was a pleasure to create an Employees’ Anthem based on our original sonic identity created for Federal Bank on World Music Day. It just shows how a sonic identity can be used to engage with different stakeholders in so many different ways, enhancing the emotional equity of the brand every time.”
This collaboration between BrandMusiq and Federal Bank exemplifies the power of music in strengthening brand identity and fostering a sense of community among employees. The anthem not only captures the spirit of Federal Bank but also celebrates the unique contributions of its talented workforce.
The corporate Anthem is a testament to the power of human bonds. Watch the #FederalBankRishtaAnthem here:
About BrandMusiq:
Founded by ex-Creative Director and musician, Rajeev Raja, with his advertising colleague, Ajit Varma as CEO and Co-Founder, BrandMusiq is the pioneer of Sonic Branding in India & Asia. BrandMusiq has perfected a process that expresses a brand’s persona and emotional essence, by applying the science of sound and the art of music.
BrandMusiq’s Sonic Identity System comprises a MOGOSCAPE® (Sonic palette), MOGO® (Musical LOGO), and a Mini-MOGO® (Confirmation sound/alert).
