Tech Mahindra has launched its sonic identity, marking the next phase of its brand transformation. The new audio identity complements the company’s refreshed visual identity and translates its ‘Scale at Speed™’ brand promise into a consistent sound across brand interactions.
Designed for an increasingly AI-mediated world, the sonic identity is intended to work across voice interfaces, AI agents and ambient digital experiences. It draws on Tech Mahindra’s brand archetypes of the Creator and the Sage, combining innovation and expertise to evoke warmth and belonging, curiosity and confidence.
Named ‘TechM Ting’ through an internal crowdsourcing campaign, the sonic identity track takes inspiration from a luminous digital spark, representing a sharp, kinetic and futuristic pulse of energy moving through a connected world. The name reflects the sound itself, with the word and audio designed to reinforce each other and aid recall.
Created by sonic branding company BrandMusiq, the identity will be integrated across Tech Mahindra’s global ecosystem, including its offices, website, corporate communications, digital and social media platforms, podcasts, radio, call IVR, ringtones, conferences, events, exhibitions, employee engagement initiatives, sales enablement assets and the Tech Mahindra Global Chess League. The audio signature is intended to create a consistent experience across customer, partner, employee and stakeholder touchpoints.
Peeyush Dubey, Chief Marketing Officer, Tech Mahindra, said, “Our sonic identity represents the next evolution of Tech Mahindra’s brand journey. As interactions become increasingly digital and multi-sensory, sound plays a vital role in creating memorable and meaningful brand experiences. Inspired by our ‘Scale at Speed™’ positioning, this sonic identity reflects our commitment to combining innovation with expertise while building stronger, more consistent connections with our customers, partners, employees, and communities across every touchpoint.”
Rajeev Raja, Founder & Soundsmith, BrandMusiq, said, “With Tech Mahindra, we set out to build a sound that could match the brand's energy and ambition. Scale at Speed became our anchor for every musical decision we made. What we've created brings together modern, forward moving production with instrumentation that keeps the sound rooted with an Indian soul. It's designed to travel across every earpoint (audio touchpoint) the brand has, so the experience feels consistent whether you're hearing it in an office, on an app, or at an event.”
The sonic identity serves as the audio expression of Tech Mahindra’s refreshed brand language, carrying the momentum, modernity and purpose established through its visual identity. It can also evolve across contexts using generative AI, adapting elements such as tempo, instrumentation and mood while maintaining a consistent and recognisable Tech Mahindra sound.
