BilaBila Mart gives its yellow storefront a new jingle

BilaBila Mart is turning up the volume on its brand with a new jingle, which will feature across its stores, become its new doorbell sound and anchor a social UGC push.

The local convenience grocer has released its first official jingle, created with Malaysian singers Dewa and Asyraf Nasir and produced by HaiFai Works. It will primarily play in stores, with a section of the tune also being used as the chain’s new doorbell sound.

The tune opens with a female voice, “Jom lepak, grab a drink, semuanya ada at BilaBila Mart.” (‘Let’s hang out, grab a drink, BilaBila Mart has it all’), before moving into a rap segment and closing with “Sentiasa ada, BilaBila Mart” (‘Always there, BilaBila Mart’).

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The jingle is designed to give BilaBila Mart an audio identity that can work beyond its visual branding.

Following the release, BilaBila Mart plans to drop its first-ever music video and launch a UGC contest on social media, inviting consumers to create content using the jingle.

“We want people to remember us as more than just ‘the store with the big yellow signage’, but also to become the brand with that catchy song that somehow gets stuck in your head, in a joyful way,” Lee Hui Jing, co-founder of BilaBila Mart, told A+M. 

The track was deliberately made to feel contemporary and youthful while retaining a distinctly Malaysian character. Its arrangement blends modern pop with elements from Malaysia’s multicultural musical landscape, including skin drums, accordion, bamboo flutes, sitar and chanting vocals. Local slang, including “BilaBila onz”, also features in the lyrics.

The jingle follows several stages of rebranding for BilaBila Mart over the past few years, as the chain sought to establish a clearer identity for the brand.

Lee, who has previously spoken about her support for human-generated art, said the jingle was created with real artists and vocalists rather than AI-generated performers.

“The jingle is really about creating another layer of familiarity with BilaBila Mart. So every time they interact with our brand, whether it’s shopping, or just walking past or coming across our social media, we hope those familiar rhythms start playing in their heads. Something you can hear even without seeing our logo and still think, ‘That’s BilaBila.’," she added. 

The inspiration for the jingle came from the iconic “kombini” (‘convenience stores’) chimes heard in Japan, which the team saw as a familiar audio cue that could similarly become associated with BilaBila Mart.

BilaBila Mart’s push comes as brands across the region continue to explore sonic branding as a way of building recognition beyond traditional visual assets. Spritzer launched its first-ever sonic logo in September. Across the causeway, Klook tapped Singaporean artist Benjamin Kheng to create an original jingle, also in September.

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