Kingfisher Jingle Gets Sound Trademark: United Breweries Secures IP Rights for Iconic “Oo La La” Tune

In a significant development for intellectual property rights in India, United Breweries Limited (UBL) has obtained a sound mark registration for its iconic Kingfisher jingle, “Oo la la la la le o.” The move legally protects one of India’s most recognizable brand tunes and reinforces the growing importance of sonic branding in the FMCG and beverage industry.

With this registration, the Kingfisher melody now joins a select group of protected sound trademarks in India.

Kingfisher Jingle Officially Registered as a Sound Mark

United Breweries Limited has successfully registered the instrumental version of its famous Kingfisher jingle as a sound trademark under Indian law.

Key Registration Details

Effective Date of Registration: January 31, 2025

Certificate Sealed On: February 5, 2026

Validity Period: 10 years (valid until 2035, renewable thereafter)

The application was filed under Section 18(2) of the Trade Marks Act, 1999, along with the Trade Marks Rules, 2017. The registration categorizes the tune as an “Instrumental Melody (Sound Mark)”, strengthening its legal protection as a non-traditional trademark.

Multi-Class Trademark Protection for Beverage Categories

The Kingfisher sound mark has been registered across multiple trademark classes, ensuring broad commercial coverage:

Class 32

• Beers
• Non-alcoholic beverages
• Mineral waters
• Fruit juices

Class 33

• Alcoholic beverages (excluding beers)
• Alcoholic preparations

The application was represented by the law firm LS Davar & Co.

This multi-class protection ensures that the melody remains exclusive to United Breweries across its beverage portfolio.

Nearly Three Decades of Brand Recall

According to the trademark filing, the Kingfisher jingle has been in continuous use since February 21, 1996.

Origin of the Iconic Tune

The jingle’s roots go back to the 1996 Cricket World Cup. Former UB Chairman Vijay Mallya has shared that the melody drew inspiration from the rhythmic chants of the West Indies cricket team supporters, giving it a distinctive “Calypso-style” vibe that became synonymous with Kingfisher’s youthful and celebratory brand image.

Over the years, the tune has featured in advertisements, events, sponsorships, and sports campaigns, building strong consumer recall across India.

Why Sound Trademark Registration Matters

Sound marks are a relatively rare category in India. During examination, the Trade Marks Registry reportedly found no identical or deceptively similar sound marks, reinforcing the uniqueness of the Kingfisher jingle.

By securing sound trademark registration:

United Breweries gains exclusive commercial rights to the melody in the beverage sector.

Competitors are legally restricted from using confusingly similar tunes.

The brand converts an emotional recall factor into a legally enforceable intellectual property asset.

This reflects a broader trend in sonic branding, where companies protect jingles, startup sounds, and audio logos as strategic brand assets.

Sound Branding in India: A Growing Trend

India has seen limited but impactful examples of registered sound trademarks. Iconic tones such as the Nokia ringtone and the Britannia chime have previously received protection, highlighting the importance of audio identity in brand strategy.

With this registration, Kingfisher becomes one of the few Indian beverage brands to secure exclusive rights over its signature sound identity.

As competition intensifies in the FMCG and alcoholic beverage industry, non-traditional trademarks such as sound marks, color marks, and shape marks are becoming valuable tools for differentiation.

Legal Framework Behind the Registration

The registration was granted under:

Trade Marks Act, 1999

Trade Marks Rules, 2017

Under Indian trademark law, sound marks are protectable provided they are distinctive and capable of graphical representation. Companies must submit the audio file and musical notation as part of the application process.

The successful registration indicates that the Kingfisher jingle met distinctiveness standards and demonstrated long-standing use in commerce.

Business Impact for United Breweries

This development strengthens United Breweries’ brand portfolio and safeguards one of its most recognizable marketing assets.

From television commercials to sports sponsorships, the Kingfisher melody has played a key role in shaping consumer perception. By formalizing its intellectual property rights, the company has ensured that its brand “vibe” is now a protected commercial advantage.

Turning Sound into a Strategic Asset

The registration of the Kingfisher jingle as a sound trademark marks a milestone in India’s evolving intellectual property landscape. It highlights how brands are increasingly leveraging sensory elements—beyond logos and slogans—to build and protect identity.

As Indian businesses invest more in brand differentiation, sound marks are likely to become a stronger focus area in trademark strategy. For United Breweries, this move secures nearly three decades of brand equity and ensures exclusive rights well into the next decade.

Frequently Asked Questions (FAQs)

1. What is a sound trademark?

A sound trademark is a legally protected audio element—such as a jingle or melody—that uniquely identifies a brand’s goods or services.

2. When was the Kingfisher jingle registered as a sound mark?

The effective registration date is January 31, 2025, and the certificate was sealed on February 5, 2026.

3. How long is the Kingfisher sound trademark valid?

The registration is valid for 10 years, until 2035, and can be renewed thereafter.

4. Under which law was the registration granted?

It was filed under Section 18(2) of the Trade Marks Act, 1999, and governed by the Trade Marks Rules, 2017.

5. Why is this registration important for United Breweries?

It gives United Breweries exclusive rights to use the melody in the beverage industry and prevents competitors from using similar-sounding tune