Mahindra Electric Automobiles unveiled a sonic identity in collaboration with AR Rahman, emphasising human experiences through sound.
This new sonic identity showcases Mahindra's pursuit of sustainability and commitment to caring for the planet, highlighting the brand's connection between its Indian roots and ambitious global outreach. The sonic identity was unveiled along with Mahindra’s new visual identity, for its new range of born electric vehicles.
The sonic identity extends far beyond the brand anthem, encompassing over 75 sounds tailored for various aspects of Mahindra’s forthcoming global electric SUVs. These sounds include interior and exterior drive sounds, experience zone modes, infotainment cues, and functional signals such as seat-belt alerts and turn indicators. Each sound has been crafted to align with Mahindra's brand and connect with the customers through music and lifestyle.
Dolby Atmos has now been ingeniously integrated into the driving experience with 360 degree surround sound solution from Harman. Mahindra has harnessed Dolby Atmos; audio processing algorithms to deliver an auditory journey within the confines of a tranquil car cabin.
Sustainability lies at the core of Mahindra's sonic compositions; each sound encapsulates the brand's commitment to the planet, resonating with its global intention towards innovation and excellence. Together, these elements enrich the driving experience and mark a significant leap in Mahindra's pursuit of a greener future.
Rajesh Jejurikar, Executive Director and CEO - Auto and Farm Sectors, Mahindra & Mahindra, said, "We are delighted to have AR Rahman, a global music celebrity and Academy Awards winner, collaborate with us to create a sonic identity and brand anthem for Mahindra's forthcoming range of all-new Born Electric Vehicles. The sounds reflect a musical extravaganza that embodies our brand's heartbeat, values, and vision. The new sonic identity and brand anthem marks a significant step in connecting with our new age customers through the universal language of music."
Rahman said, "When I see innovative electric vehicle designs abroad, I often wondered why India hadn’t’ yet taken that leap. Collaborating with Mahindra changed that perception for me. Beyond their remarkable designs, they valued my insights on the sonic experience, emphasizing both empowering experience and the immersive feel of being in an eco-friendly, silent SUV at par with the best in the world Our partnership goes beyond merely crafting sounds; it embodies the essence of an Indian innovation at par. While I’ve used instruments from Japan, America, and Europe, witnessing India emerge as a leader with pioneering innovations fills me with immense pride. In collaboration with Mahindra, our aim is to deliver a sonic experience that’s both global and uniquely Indian – a sound that resonates with pride and celebrates India’s significant transformation”
Mahindra Brand Anthem: