ICICI Bank trademarks corporate jingle
March 13,2011-03-14 NEW DELHI: ICICI Bank , India's largest private sector lender, has got trademark registration for its corporate jingle "Dhin Chik Dhin Chik".
The office of registrar of trade marks, the custodian of trademarks in India, has registered the very notes that form the jingle, Anand and Anand, an intellectual property law firm that filed the application on behalf of the bank, said in a statement.
"There are many distinctive corporate anthems/jingles that ought to be protected," said Safir Anand, senior partner at Anand and Anand law firm.
"As we are moving from longer brands to shorter ones, non-traditional marks like colour and sound will soon become the complete identity of a brand," he added.
Sound marks are non-conventional trademarks. Traditionally, words, signatures, names, devices, labels, numerals, acronyms and logos are given trademark status.
In the case of sound marks, a certain sound is associated with a company or products or services -- much like the four-note bell sound that has graced ads for biscuit maker Britannia Industries Ltd for many years.
The first sound mark to be granted registration by the Trademark Registry office in India was the Yahoo! Yoodle.