United Breweries Secures Trademark for Iconic Kingfisher Jingle Oo La La La Le O
CE DESK 
United Breweries gains sound mark registration for Kingfishers legendary Oo La La La Le O jingle, legally protecting the 30-year audio asset across alcoholic and non-alcoholic beverages in India.
United Breweries Limited has achieved a milestone by securing sound mark registration for the iconic Kingfisher jingle Oo La La La Le O from Indias Trade Marks Registry. The certificate, effective from January 31, 2025, and sealed on February 5, 2026, grants ten-year protection renewable thereafter for this instrumental melody in continuous use since February 21, 1996.
Filed as a multiclass application under Classes 32 and 33, the mark covers beers, non-alcoholic drinks like mineral waters and fruit juices, plus alcoholic beverages excluding beers. During examination, no identical or deceptively similar marks surfaced, leading to acceptance, advertisement, and final registration. Represented by LS Davar & Co, this makes United Breweries the first in Indias alcoholic beverages sector to claim a registered sonic trademark.
The jingle embodies Kingfishers vibrant brand identity, evoking instant recall across generations and marketing channels. Chief Marketing Officer Vikram Bahl highlighted its role in emotional brand connections, while Chief Legal Officer Neha Munjral stressed safeguarding decades of goodwill. This joins elite sound marks like Airtel signature tune, ICICI Bank jingle, Nokia tune, and Reliance Jio logo in Indias IP landscape.
Amid multisensory branding trends, sonic identities boost recall in crowded ad spaces, especially for beverages facing premiumization and regulatory shifts. United Breweries leverages this to fortify Kingfishers premium positioning, from strong beer to packaged water extensions. As sonic branding gains traction post-IHCLs Taj sonic identity, it sets precedents for audio IP enforcement, enhancing licensing and anti-infringement defenses in a $50 billion FMCG market. This protection ensures the jingles enduring resonance as United Breweries eyes global expansion under Heineken ownership.
