Yesterday, British carmaker, Morris Garages (MG), introduced its brand anthem, with the goal to reflect its unique persona and rich heritage. The anthem blends modern sounds such as ‘trap’ and ‘neo-electronica’ with timeless brass arrangements such as the saxophone, to promote MG’s legacy and futuristic vision. The anthem has been developed with BrandMusiq, which is Asia’s leading sonic brand agency. The MG brand anthem is just a small preview of the carmaker’s significance as an automotive manufacturer of the future, which draws inspiration from its rich 95-year legacy.
This anthem is going to be the official audio expressions of the MG brand, in India. This anthem will be played at all MG showrooms and will likely be the music-on-hold for all customer service lines, in India. The anthem has been composed by Rajeev Raja, Reuel Ferreira, and Merlyn D’Souza, all of whom have a long list of hits in movies, theatre, advertising jingles, concerts and sonic branding. The ringtone version of the MG Anthem will also be available for download soon. MG’s next-generation iSMART framework will be also preinstalled with the Gaana app, which will enable MG customers to access their music through a Gaana Premium Account. The new revolutionary OTA technology in MG cars, also allows infotainment content to be updated in real-time, which truly enhances the overall consumer experience.
Speaking on the introduction of the brand anthem, Pallavi Singh, Head – Marketing, MG India, said, “MG’s unique legacy and focus on innovation have passed the test of time for over 9 decades. As we enter the latest phase of our brand evolution, it made sense to have these two unique aspects reflected in one cohesive sonic identity. The initiative is yet another step towards the launch of the MG brand in India for our future customers, with an objective of enabling exciting experiences every-time. The MG brand anthem is the perfect embodiment of MG’s ultramodern sensibilities mixed with our rich brand heritage.” Rajeev Raja, Founder of BrandMusiq, said, “We are absolutely thrilled to have created the sonic identity for a brand as iconic as MG. The MOGO and MOGOSCAPE truly reflect the brand’s unique persona and values.”