MUMBAI, 18 August 2023: Mahindra Electric Automobiles Limited (MEAL), a subsidiary of Mahindra & Mahindra, collaborates with music maestro AR Rahman to introduce an extraordinary sonic identity for its new range of born electric vehicles. This partnership highlights the brand’s commitment to sustainability and its unique connection between Indian heritage and global aspirations.
Innovative Sonic Identity
Unveiling Meaningful Experiences Mahindra’s innovative sonic identity, crafted in collaboration with AR Rahman, features over 75 meticulously designed sounds. These sounds range from immersive drive experiences to various modes, adding a layer of sensory richness to the electric SUVs.
Integrating Dolby Atmos for Enhanced Audio Mahindra’s collaboration with HARMAN and Dolby Laboratories introduces Dolby Atmos, renowned for its lifelike sound quality, into the driving experience. This integration delivers a three-dimensional audio environment that transforms every journey into a personalized concert or private screening.
A Multi-Sensory Experience the forthcoming electric SUVs will be equipped with a diverse range of soundscapes, creating a spectrum of auditory experiences. These soundscapes, complemented by ambient lighting and high-resolution animations, evoke emotions ranging from tranquility to interactive sensations.
The Harmony of Innovation and Tradition Rajesh Jejurikar, Executive Director & CEO – Auto & Farm Sectors, Mahindra & Mahindra Ltd., expresses delight in collaborating with AR Rahman. The sonic identity encapsulates the company’s values and vision, connecting with customers globally through the universal language of music.
Music Maestro’s Vision
Uniting Innovation and Identity AR Rahman, a globally acclaimed musician, shares his perspective on the collaboration. He emphasizes the synergy between innovation and tradition, spotlighting India’s emergence as a leader in pioneering automotive innovation.
Crafted with Precision the sonic compositions were curated after AR Rahman immersed himself in Mahindra’s testing facility. The goal was to create an auditory experience that blends cutting-edge technology with harmonious in-car sensations, accentuated by visual elements.
Dolby Atmos Integration
Elevating the Driving Experience Dolby Atmos, renowned for cinematic sound quality, is ingeniously integrated with HARMAN’s 360-degree surround sound solution. This integration envelops passengers in a three-dimensional audio environment, redefining the driving experience.
Sustainability at the Core
A Greener Future Mahindra’s sonic identity encapsulates the brand’s dedication to sustainability, mirroring its global commitment to innovation and excellence. Each sound echoes this pledge to the planet.
A Harmonious Leap Forward Mahindra’s collaboration with AR Rahman, HARMAN, and Dolby Laboratories introduces a revolutionary sonic identity that intertwines innovation, tradition, and sustainability. This partnership sets a milestone in automotive branding, exemplifying company’s dedication to shaping a greener future through the harmonious language of music and sound.