United Breweries bags registration for iconic Kingfisher jingle ‘Oo la la la la le o’ — Here's what you need to know

United Breweries, India's brewing and distillation giant, has obtained a sound mark registration for its iconic Kingfisher jingle Oo la la la la le o. The registration, granted by the Trade Marks Registry, took effect from 31 January 2025, according to a report by Bar and Bench on Thursday, 19 February 2026.

The jingle, long associated with Kingfisher beer, now enjoys formal protection under intellectual property law, safeguarding one of the brand's most recognisable assets.

The report said the sound mark was formally secured on 5 February 2026 and confirmed that the registration is valid for the next 10 years and can be renewed thereafter.

Shares of United Breweries closed 0.72% lower at ₹1,603 after Thursday's stock market session, compared to ₹1,614.60 at the previous market close, according to NSE data.

What is a sound mark?

ClearTax data defines a sound mark, also known as a sound trademark, as a sound represented by musical notes, with or without words. A jingle, musical composition or distinctive sound can play a significant role in brand recall among customers.

Under the Trade Marks Rules, 2017, the law recognises sound as a trademark category. Such registrations provide businesses with greater exclusivity in marketing and branding, strengthening customer engagement and brand identity.

What was the case?

In the case of United Breweries, the sound trademark was filed through a multiclass application under Section 18(2) of the Trade Marks Act as an “Instrumental Melody (Sound Mark),” the news portal reported.

In the filing, the company reportedly said that it had been using the sound mark since 21 February 1996 in relation to the goods covered under the trademark application.

According to the Bar and Bench, the sound mark registration covers goods under Class 32 and Class 33, which include the following items —

Under Class 32, goods like beers, non-alcoholic beverages, mineral and aerated waters, fruit beverages and fruit juices, syrups and preparations for making non-alcoholic beverages are classified. While under Class 33, alcoholic beverages (apart from beers) and alcoholic preparations for making beverages are classified.

After the investigation, the Trade Marks Registry found that there was no identical or similar sound mark. Hence, the application was accepted and advertised under Section 20(1) of the Trade Marks Act before proceeding to registration.

According to the news portal's report, LS Davar & Co. represented United Breweries in the case.

List of other popular sound marks approved in India

1. The Yahoo yodel

2. The ICICI Bank corporate jingle

3. The Nokia tune

4. The Airtel signature tune

5. The Britannia musical logo

6. The Reliance Jio sonic logo