Mahindra Electric Automobiles Limited (MEAL), a subsidiary of Mahindra & Mahindra, has collaborated with Music Maestro AR Rahman to launch an innovative sonic identity that alters the driving experience through sound. This partnership demonstrates Mahindra’s dedication to sustainability, Indian history, and global ambitions.
The sonic identity, which was presented alongside Mahindra’s new visual identity for its future electric car lineup, goes beyond a standard brand hymn. It includes over 75 distinct sounds customised for different components of Mahindra’s worldwide electric SUV lineup, including as interior and exterior drive sounds, experience zone modes, infotainment cues, and functional signs. Each sound is painstakingly produced to reflect Mahindra’s brand and connect with customers through music and lifestyle.
Rajesh Jejurikar, Executive Director & CEO of Mahindra & Mahindra Ltd.’s Auto & Farm Sectors, expressed excitement about working with AR Rahman to build a sonic identity that symbolises the brand’s values and aspirations, connecting with modern customers through music’s global language.
AR Rahman appreciated Mahindra’s readiness to adopt his ideas, emphasising an empowering and immersive musical experience on par with the top offerings in the world. He sees this collaboration as a means of delivering a sonic experience that is both global and particularly Indian, while also commemorating India’s change.
Rahman created the auditory compositions after spending time at Mahindra’s testing facility analysing the acoustics of electric automobiles. Harman’s integration of Dolby Atmos creates a three-dimensional audio environment that enhances the driving experience. Mahindra’s audio compositions are based on sustainability, with each sound embodying the brand’s devotion to the environment and innovation.
This collaboration reimagines automotive branding by emphasising Mahindra’s commitment to innovation, sustainability, and global connectivity through the language of music and sound. It ushers in a new era of sensory-rich driving experiences, where each journey is a personalised aural excursion.