In a bid to boost the identity of its lesser-known brands, FMCG major Emami India is planning a common signature tune to be played in advertisements of its various products.
"We felt that the brand equity of the smaller or lesser-known brands is getting lost. With this sign-off tune, our smaller brands will now be able to reap the benefits riding on the huge acceptance and popularity of our power brands," Emami Group of Companies Director Aditya V Agarwal said.
The company said the new tune would be played in all its forthcoming TV commercials, beginning next month.
"Besides, the move will not only facilitate our smaller brands in bonding more closely with its famous cousins but also with the Mother Brand, which is Brand Emami, and enhance their respective brand equity," he added.
The group, which has over 25 brands under its umbrella, is looking at the sign-off tune to ensure a greater acceptance of all its products in the market, irrespective of its popularity.
The introduction of Emami's sign-off tune for all its FMCG brands is the second major initiative in furthering the corporate image, after the change of the company's logo a couple of years back.