WithFeeling partnered with Your Bazaar to craft a sonic identity that stood out in the crowded UAE e-commerce space – something vibrant, cross-cultural and unmissable on radio.
The brief was simple: make it memorable. But in a market as diverse as the UAE, where multiple languages and listening habits collide, familiarity was key. So, WithFeeling did something unexpected: they reimagined the most recognisable melody in the world.
By adapting the final phrase of ‘Happy Birthday’ – which is out of copyright – WithFeeling matched the brand’s six-syllable name – ‘your-baz-aar-dot-ae’ – to a tune everyone knows. The result was a jingle that felt instantly familiar yet cleverly fresh. Listeners didn’t always clock the reference immediately – which made it all the more memorable. It sparked curiosity, made people smile and helped the brand stay top of mind without them even trying.
But it didn’t stop there. WithFeeling designed a suite of supporting sonic cues to reinforce the product experience:
- CLICK CLICK – effortless browsing
- DING DONG – doorstep delivery
- KA CHING – secure transactions and opportunity
Each sound effect was tightly tied to the Your Bazaar brand promise and designed to work across a wide range of touchpoints – from mobile app alerts and onboarding videos to TikTok ads and radio stings. These weren’t just audio garnishes. They were tactical, hardworking assets that delivered brand consistency wherever sound was heard.
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Adaptability was also baked in. The same melody flexes to local markets with regional endings –
‘.ae’, ‘.sa’, ‘.om’ and ‘.qa’ – making localisation quick, simple and effective without compromising the core sonic identity.
To ensure the work performed, WithFeeling tested the assets internally and externally using Veritonic analytics. The results showed strong attribution, high recall and an uplift in perceived brand warmth and trust. The identity also resonated across diverse audience groups – a key factor in its effectiveness.
The campaign didn’t just work in theory. It performed in the real world. The jingle is now heard in taxis, TikToks, YouTube bumpers, and streaming platforms – wherever the audience lives and listens.
It’s recognisable, joyful and culturally smart – and earned Gold at the Transform Awards MEA 2025 for Best Use of Audio Branding.
More than just a jingle, Your Bazaar now has a sound it can own. One that makes people feel something – and act on it.
