Pune: Tech Mahindra, a global provider of technology consulting and digital solutions, has unveiled its new sonic identity, marking the next phase of its ongoing brand transformation journey.
The sonic identity complements Tech Mahindra’s refreshed visual identity and translates its ‘Scale at Speed™’ brand promise into a distinctive sound experience. The company said the new audio signature is designed to create a consistent and recognisable presence across its various brand interactions.
As brands increasingly engage audiences across digital, physical and immersive environments, sound is emerging as an important tool for building emotional connections and strengthening brand recall. Designed for an increasingly AI-mediated world, Tech Mahindra’s sonic identity is intended to work across emerging voice interfaces, AI agents and ambient digital experiences.
Inspired by Tech Mahindra’s brand archetypes of the Creator and the Sage, the sonic identity combines innovation with expertise. The audio experience is designed to evoke warmth and a sense of belonging, while also inspiring curiosity and instilling confidence across brand interactions.
Named “TechM Ting” through an internal crowdsourcing campaign, the sonic identity track draws inspiration from a luminous digital spark, representing a sharp, kinetic and futuristic pulse of energy moving through a connected world. The name itself echoes the sound of the identity, reinforcing the connection between the word and the audio and strengthening brand recall.
Created in partnership with sonic branding company BrandMusiq, the sonic identity will be integrated across Tech Mahindra’s global ecosystem. Its applications will span the company’s worldwide offices, website, corporate communications, digital and social media platforms, podcasts, radio, call IVR, ringtones, conferences, events, exhibitions, employee engagement initiatives and sales enablement assets.
The sonic identity will also feature across the Tech Mahindra Global Chess League, extending the audio signature across the company’s brand and stakeholder ecosystem.
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 matched 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 forms the audio expression of Tech Mahindra’s refreshed brand language, carrying forward the momentum, modernity and purpose established through its visual identity.
The company said the sonic asset has been designed to evolve across different contexts, with generative AI enabling adaptations in elements such as tempo, instrumentation and mood while retaining a consistent and recognisable Tech Mahindra sound.
