Trade Marks Registry grants 10-year protection to the “Oo la la la la le o” audio signature used since 1996 across the beverage portfolio
United Breweries has secured soundmark registration for the “Oo la la la la le o” jingle associated with its Kingfisher beverages, formalising statutory protection for one of the brand’s most recognisable audio signatures.
The Trade Marks Registry granted the registration with effect from 31 January 2025, with the certificate issued on 5 February 2026. The protection will remain valid for ten years and is subject to renewal thereafter. The company said the jingle has been in continuous commercial use since 21 February 1996 across its alcoholic and non-alcoholic beverage portfolio.
Sound marks are non-conventional trademarks that protect distinctive audio elements capable of identifying the source of goods or services, similar to a word mark or logo. In India, such registrations are recognised under the Trade Marks Act, 1999 and the Trade Marks Rules, 2017, provided the sound is distinctive and capable of graphical representation.
The application was filed as a multiclass submission under Section 18(2) of the Trade Marks Act and categorised as an “Instrumental Melody (Sound Mark)”. The registration covers goods falling under Classes 32 and 33, including beer, mineral and aerated waters, fruit beverages and juices, syrups and beverage preparations, as well as alcoholic beverages excluding beer and related products.
During the examination process, the Trade Marks Registry did not identify any identical or deceptively similar marks. The application was subsequently accepted and advertised under Section 20(1) of the Act before proceeding to final registration.
India has granted soundmark protection to a limited number of notable audio identifiers, including the Yahoo yodel, the ICICI Bank corporate jingle, the Nokia tune, the Airtel signature tune, the Britannia musical logo and the Reliance Jio sonic logo. United Breweries was represented in the matter by LS Davar.
