The largest private sector lender of the country, ICICI Bank has got its corporate jingle trademark registered. The jingle "Dhin Chik Dhin Chik" will now be trademarked as that of the bank under the Intellectual Property Rights (IPR) of India.
The notes of the jingle have been trademarked for the bank, said Anand and Anand, an IPR firm which had filed the application for the same with the registrar of trademarks.
"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.
Usually sound marks are non conventional trademarks. The first sound to get trademarked was the Yahoo! 'Yoodle'.