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Journalism of Courage
The Office of Registrar of Trade Marks has granted trademark registration to ICICI Bank’s corporate jingle “Dhin Chik Dhin Chik”.
The Office of Registrar of Trade Marks is a custodian of trademarks in the country.
Dhin Chik Dhin Chik is the tune that ICICI customers get to hear when phone call is made to the bank.
This corporate tune cannot be copied by any entity in the future,law firm Anand and Anand said in a statement.
The application for the sound mark was filed by a law firm Anand and Anand at the Delhi Trademarks Registry.
Sound marks are non-conventional trademarks. Traditionally,words,signatures,names,devices,labels,numerals,acronyms and logos are given trademark status.
In the case of sound marks,a certain sound is associated with a company or products or services-much like the four-note bell sound that has graced ads for biscuit maker Britannia Industries Ltd for many years.
The most famous example among sound marks is the roar of the MGM Studios lion (the cat itself changed over time,but the sound remained the same).
The first sound mark to be granted registration by the Trademark Registry was the Yahoo! Yoodle,which was also prosecuted through Anand and Anand.
