United Breweries Limited has obtained sound mark registration for its iconic Kingfisher jingle, “Oo la la la la le o”. First used in 1996, the melody is now legally protected under India’s Trade Marks Act. The registration, effective from January 2025, safeguards the tune for ten years, renewable thereafter.
United Breweries Limited has formally secured sound mark registration for the instantly recognisable Kingfisher jingle, “Oo la la la la le o”, a melody that has accompanied the brand’s beverages for three decades. The Trade Marks Registry confirmed the registration with effect from 31 January 2025, sealing the certificate on 5 February 2026.
The company noted that the jingle has been in continuous use since 21 February 1996 across both alcoholic and non-alcoholic beverages. By obtaining this protection, United Breweries ensures that the tune—long associated with Kingfisher’s identity—remains exclusively tied to its products.
Sound marks, recognised under the Trade Marks Act, 1999 and the Trade Marks Rules, 2017, are considered non-traditional trademarks. They function much like logos or words, provided they are distinctive and capable of graphical representation. In this case, the registration was filed as an “Instrumental Melody (Sound Mark)” through a multiclass application under Section 18(2) of the Act.
The certificate grants United Breweries exclusive rights to the jingle for ten years, with the option of renewal thereafter. This milestone underscores the growing importance of auditory branding in India’s trademark landscape, where distinctive sounds are increasingly valued as powerful identifiers of commercial origin.
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