World Bee Day 2025: Honey offers a unique opportunity for ‘sonic branding’

In a digital era where attention spans are short and choices are many, branding must evolve far beyond logos and packaging. Therein, the concept of sonic branding involves the strategic use of sound to shape consumer perception and foster deep emotional connections with a brand. Examples include the ‘Ta-Dum’ sound of Netflix, ‘Paytm Karo’ jingle of Paytm, as many other brands are also shifting toward sonic branding. With up to 95 per cent of youth using at least one social media platform, the consumer landscape is increasingly dynamic and music responsive. The trends on social media platforms have normalised sound as a primary medium of engagement, making sonic branding more relevant than ever. Among the most intriguing product of global significance for such innovation is an ancient and natural product, honey.

Honey offers a unique opportunity for sonic branding, not just for its timeless appeal, but for the poetic reality that it is born of sound. To produce honey, bees rely heavily on vibration and acoustic signals. These sounds, namely buzzes, hums, and songs, are not mere noise but a form of communication and coordination developed over their lifetime. In essence, every drop of honey carries with it the live song of the bees.

Indigenous connectivity of music and honey

Historically, honey has held a deep cultural and literary significance. In 700 BC, the ancient Greek poet Hesiod wrote of honey in his works, highlighting its divine origins and spiritual value. In India, one of the earliest mentions of honey is found in the Rigveda, (Hymn 164) of the Madhu-Sukta, which celebrates the “divine bee” and the sweetness of life it symbolises. These ancient references along with modern day honey stories can provide the foundations for an authentically inspired sonic identity.

Modern technology allows us to extract more than just philosophical meaning from these ancient sources. Through data mining and AI-driven interventions, there are options of exploring extensive libraries of traditional honey-related music and chants, isolating recurring patterns and sonic elements that evoke harmony, sweetness, and nature. By merging these elements with modern musical techniques and music to mood extraction algorithms, a new, immersive brand experience can be created, one that aligns the cultural past and digital present.

Modern day approach to the branding

This endeavour goes beyond from poetic to economic. With the honey market saturated by products contesting for consumer trust, sonic branding could provide a differentiating edge. Imagine a honey jar that hums softly when picked up, mimicking the soothing buzz of a hive or a promotional campaign with background music composed from AI-generated bee acoustics and Rigvedic melodies specific on honey. This not only appeals to the senses but forms a stronger emotional connection with the product.

Sonic branding has been shown to affect moods, reduce stress, and create stronger memory recall. For honey, which is already associated with comfort, health, and nature, pairing it with calming soundscapes can enhance the overall consumption experience. Whether it’s a morning ritual or an evening tea, the right sonic branding can make honey not just a product but a moment of wellness, thus creating wide acceptance to large audiences.

Additionally, this strategy strengthens the transparency and trust. In a time where consumers often rely on lab reports or certifications to ensure quality, sonic branding offers a more sensory, emotional assurance. A well-designed soundscape rooted in the authentic, natural music of bees and ancient hymns communicates purity and tradition in a way that words often cannot. This can also be aligned with national-level initiatives such as the development of honey villages and honey parks, enabling greater popularization and global outreach.

From an economic standpoint, this model could also benefit local growers and beekeepers. Instead of being at the mercy of generic market forces, they can be facilitated towards integrating cultural audio signatures into the modern-day branding. A tribal honey cooperative in India, such as honeybee network could use traditional instruments and regional dialects to create a unique audio identity, enhancing its value in niche markets or international exports. These sounds localised yet universally appealing could command a premium price, support sustainable farm enterprises, and preserve cultural heritage simultaneously.

As we move into a future dominated by AI and immersive experiences, branding must become multisensory. Sonic branding for honey provides a rare intersection of nature, tradition, and technology. It allows us to listen not only to what the bees are saying but also to what our heritage and our hearts have been humming for centuries.

The present honey industry with a heavy reliance on the production side, needs branding in combination with modern forms like sonic branding to ensure sustainable returns for producers.

Mohit Sharma is with Dr. Rajendra Prasad Central Agricultural University, Pusa

Views expressed are author's own and do not necessarily express those of Down To Earth