Sonic Branding for Sun Pharma’s CVD Division

In partnership with Voices Bazaar.

image courtesy: Reuters

Objective:

To create a unique sonic identity for Sun Pharma’s Cardiovascular (CVD) division, establishing it as the first subdivision in the industry to adopt sonic/audio branding. The goal was to develop a 3-4 second sonic motif that encapsulates:

• The brand’s essence

• The impact of its medicines on society

• The action of the medicine itself

This sonic identity was designed for multi-touchpoint integration, ensuring consistency across advertising, digital platforms, product communications, and corporate branding.

Challenge:

• The sonic motif had to convey trust, innovation, and healing within just a few seconds.

• It needed to be distinct yet adaptable across various brand assets.

• The branding team required multiple variations before finalising a motif that aligned with Sun Pharma’s vision.

⁠Approach & Sound Design Process

A. Conceptualisation & Brand Collaboration

• We initiated brainstorming sessions with Sun Pharma’s branding team to define the core emotions and characteristics the sound should convey.

• The sound needed to be scientific yet human, balancing precision and warmth.

• Since it would play across multiple brand touchpoints, it had to be memorable but subtle enough not to overpower visual elements.

B. Iteration & Refinement

• We presented 3 to 4 motif variations, each representing a slightly different interpretation of trust, healing, and impact.

• After feedback sessions, a final motif was selected, fine-tuned, and optimised for versatility across different media.

C. Sonic Design Elements

Emotional Tone:

• A blend of warmth and precision

• Symbolising medical expertise and compassionate care

Sound Characteristics:

• A smooth, evolving melodic transition to represent the action of the medicine.

• A soft yet dynamic swell, creating a sense of progress and recovery.

• Use of subtle organic elements to ensure the sound feels human and trustworthy.

Final Motif Structure:

• A short, crisp intro reflecting innovation.

• A fluid, uplifting resolution, symbolising the medicine’s effect.

Deliverables

• Final Sonic Motif (3-4 seconds) representing Sun Pharma’s CVD division.

• Integration with Logo Animation to create a cohesive brand experience across digital and visual assets.

• Adaptation for Multiple Touchpoints, including advertisements, social media, presentations, and brand communications.

Outcome & Impact

Sun Pharma’s CVD division is now the first in its industry to adopt a sonic brand identity, setting it apart from competitors! 🎉 It enhances brand recognition, recall, and emotional connection with its audience. The identity will be a consistent branding tool used across all major brand communications.