Mahindra Electric Automobiles Limited (MEAL), a subsidiary of Mahindra & Mahindra and a pioneer in India’s SUV segment, has collaboratively unveiled a groundbreaking sonic identity with Padma Bhushan and Academy Award winner, AR Rahman. This initiative underscores the significance of meaningful human experiences through sound.
The fresh sonic identity exemplifies Mahindra’s dedication to sustainability and its commitment to the environment, bridging the connection between its Indian heritage and ambitious global endeavors. This unveiling coincided with the introduction of Mahindra’s new visual identity for its forthcoming range of electric vehicles.
This sonic identity transcends the boundaries of a conventional brand anthem. It encompasses more than 75 distinctive sounds meticulously tailored for various facets of Mahindra’s upcoming portfolio of global electric SUVs. This assortment includes sounds for interior and exterior driving experiences, infotainment cues, experience zone modes, and functional signals such as seat-belt alerts and turn indicators. Each sound has been intricately designed to resonate with Mahindra’s brand essence and resonate with customers, enhancing the overall driving experience.
AR Rahman crafted these sonic compositions after immersing himself in Mahindra’s testing facility in Kanchipuram, where he studied the soundscapes of leading electric vehicles. The aim was to merge cutting-edge technology with an immersive in-car journey, replicating vehicle sounds while keeping passengers attuned to their driving modes. This fusion resulted in a harmonious blend that evokes emotions and perfectly complements the visual enhancements like active ambient lighting and high-resolution animations.
Dolby Atmos, renowned for its cinematic and lifelike audio quality, has been ingeniously integrated into the driving experience through a 360-degree surround sound solution from HARMAN. Leveraging Dolby Atmos’ advanced audio processing algorithms, Mahindra offers an unparalleled auditory voyage within the tranquil confines of the car cabin. The electric SUVs will feature an array of soundscapes designed to create a multi-sensory journey, ranging from serene quietness to interactive, sensorial sound encounters. These auditory experiences harmonize seamlessly with visual enhancements, creating an enchanting and captivating driving atmosphere.
Rajesh Jejurikar, Executive Director & CEO – Auto & Farm Sectors, Mahinda & Mahindra Ltd. 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.”
Music maestro AR 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”
