ICICI Bank has secured a trademark registration for its corporate jingle, which goes “ Dhin Chik Dhin Chik ”.
The Trademark Registry in India has granted registration to ICICI Bank Ltd for its sound mark by registering the very notes that form the jingle. ICICI Bank is the first Indian entity to obtain sound mark registration.
The application for the sound mark was filed by Anand and Anand, an Intellectual Property law firm, at the Delhi Trademarks Registry.
The first sound mark to be granted registration by the Trademark Registry was the Yahoo! Yoodle.
Non-conventional
Sound marks are non-conventional trademarks.
Traditionally, words, signatures, names, devices, labels, numerals, acronyms and logos are given trademark status.
Only those marks that are capable of being represented graphically are registered.
A sound mark is capable of being represented graphically in the form of musical notes with or without notes.
The graphic representation of a sound mark must be certain, easily viewable and precise so that that sound can easily be determined and not by a simple description of the sound.
“There are many distinctive corporate anthems/jingles that ought to be protected. As we are moving from longer brands to shorter ones, non–traditional marks such as colour and sound will soon become the complete identity of a brand,” said Mr Safir Anand, Senior Partner, Anand and Anand.