United Breweries Secures Sound Mark for Iconic Kingfisher Jingle “Oo La La La Le O”
Trademark Protection Strengthens Sonic Branding in India
Legal Recognition of Sound Marks Expands Intellectual Property Rights
By Our Legal Correspondent
New Delhi: February 20, 2026:
In a landmark move for intellectual property rights in India, United Breweries Limited (UBL) has successfully secured a sound mark registration for its famous Kingfisher jingle, “Oo la la la la le o.” The Trademarks Registry granted the registration effective January 31, 2025, with the certificate sealed on February 5, 2026. This recognition legally protects one of India’s most recognizable brand tunes, reinforcing the growing importance of sonic branding in the fast‑moving consumer goods (FMCG) and beverage industry.
What is a Sound Mark?
- A sound mark is a non‑traditional trademark that protects distinctive audio elements capable of identifying the source of goods or services.
- Just like logos or word marks, sound marks allow companies to safeguard unique jingles, tones, or audio signatures.
- Globally, iconic examples include the Intel chime and the Nokia tune.
- In India, sound marks are relatively new, making Kingfisher’s registration a significant precedent.
[Recommended Research Resources]
📘 If you want practical guidance on drafting wills, codicils, and probate procedures, Will Writing Simplified is an invaluable resource.
🔹 Buy online: Amazon | Flipkart
Also Read: Vijay Mallya Tells Bombay High Court He Cannot Return to India, Cites Passport Revocation and UK Ban
Legal and Commercial Significance
- Exclusivity: UBL now has exclusive rights to use the jingle in connection with its beverages.
- Protection Against Imitation: Competitors cannot use similar audio branding that could confuse consumers.
- Validity: The registration is valid for 10 years and can be renewed thereafter.
- Expansion of IP Law: This case highlights the evolving scope of India’s Trademarks Act, 1999, which increasingly recognizes non‑traditional marks like sounds, colors, and shapes.
- Marketing Impact: The jingle, long associated with Kingfisher advertisements and cricket sponsorships, now enjoys legal backing as a brand asset.
Origin and Cultural Impact of the Jingle
- The jingle was introduced in the 1990s and quickly became synonymous with Kingfisher’s youthful, vibrant image.
- Former chairman Vijay Mallya once revealed the origin story, noting its role in shaping Kingfisher’s brand identity.
- Over the years, the tune has featured in commercials, sports events, and music collaborations, embedding itself in India’s pop culture.
Broader Implications for Indian Brands
- The recognition of sound marks opens doors for other Indian companies to protect distinctive audio branding.
- FMCG, telecom, and entertainment industries are expected to increasingly leverage sound marks.
- Legal experts believe this will encourage innovation in multi‑sensory branding, where sound, visuals, and even scents are protected under IP law.
Conclusion
United Breweries’ successful registration of the Kingfisher jingle as a sound mark is a milestone in India’s intellectual property landscape. It not only strengthens Kingfisher’s brand identity but also sets a precedent for the protection of non‑traditional trademarks. As Indian companies embrace sonic branding, the legal recognition of sound marks will play a crucial role in shaping the future of marketing and intellectual property rights.
Keywords (SEO + ChatGPT Friendly)
Also Read: Indian Customs Seize Ship with 309 Containers of Walnuts Over Fake Origin Claims
- Kingfisher jingle sound mark India
- United Breweries trademark registration
- Oo la la la le o Kingfisher jingle
- Sonic branding India FMCG
- Sound trademark under Trademarks Act 1999
- Kingfisher brand identity protection
- Non‑traditional trademarks India
- Vijay Mallya Kingfisher jingle origin
- Intellectual property rights sound marks
- United Breweries Kingfisher IP protection