IAA hosts Advertising & The 5 Senses

15 Dec,2016

By A Correspondent


The International Advertising Association (IAA) India Chapter’s Young Turks Forum hosted Rajeev Raja, Founder & Soundsmith, BrandMusiq at the fourth session of the Advertising and The 5 Senses series, presented by MTV India.


The ‘Advertising and The 5 Senses’ series highlights the importance of using all our five senses in advertising, as opposed to only visual (sight “print advertising”) or audio (sound “Radio”). The series presents sessions by industry experts with a background in each of the five senses – taste, sound, sight, smell and touch so the audience could learn about the nuances of these senses as they relate to communication and together add immense value. This initiative is led by Janak Sarda, Management Committee Member of IAA.


As part of session on ‘Sound’, Raja demonstrated the power of sound in advertising. Creator of the concept of ‘Mogo’ or musical logo, Raja shared examples of how sound has the ability to evoke images, emotions and even trigger memories and therefore stressed on the need to create a sonic identity which reflects the emotion of the brand.


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