Mahindra joins hands with music maestro AR Rahman to produce sounds for its electric vehicles [Video]

A harmonious partnership that fuses the brilliance of music and the prowess of technology has been unveiled by Mahindra Electric Automobiles Limited (MEAL), a subsidiary of the renowned Mahindra & Mahindra. The company has teamed up with the legendary music maestro AR Rahman to infuse a unique sonic personality into its upcoming line-up of born electric vehicles.

In a ground breaking collaboration that celebrates innovation and Indian ingenuity, Mahindra Electric Automobiles Limited (MEAL), a subsidiary of Mahindra & Mahindra, has partnered with the iconic music composer AR Rahman to bring a whole new dimension to its upcoming range of born electric vehicles.

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AR Rahman, a global music sensation and Academy Award winner, has lent his musical genius to craft over 75 distinct sounds, including the hum of the electric SUVs, experience modes, and even functional signals like seat-belt alerts and turn indicators. These sounds have been meticulously designed to resonate with the brand’s ethos and connect with customers on a musical and lifestyle level.

Rajesh Jejurikar, Executive Director & CEO – Auto & Farm Sectors at Mahindra & Mahindra Ltd., expressed his delight in partnering with AR Rahman to develop this unique sonic identity and brand anthem. He shared that the diverse range of sounds reflects Mahindra’s brand essence, values, and vision, fostering a deeper connection with the modern generation of customers.

For AR Rahman, the collaboration with Mahindra has been an eye-opener, shifting his perspective on India’s progress in the electric vehicle sector. He highlighted the innovative designs and the importance of the sonic experience. Rahman’s insights have been instrumental in creating an empowering and immersive auditory environment that matches the world’s best.

The journey of crafting these sonic compositions took Rahman to Mahindra’s testing facility in Kanchipuram, where he studied the soundscapes of leading electric vehicles. This meticulous attention to detail ensured that the sounds align with the driving experience while offering a sense of harmony and tranquility. Complementing the sounds are visual enhancements like dynamic ambient lighting and high-resolution animations, creating a holistic and captivating experience.

Dolby Atmos, renowned for its cinematic sound quality, has been seamlessly integrated into the driving experience through a collaboration with HARMAN. This results in a 360-degree surround sound solution that transforms the car cabin into an immersive audio haven. From serene quietness to interactive soundscapes, the electric SUVs offer a range of auditory experiences that complement the visual enhancements.

The collaboration between Mahindra, HARMAN, and Dolby Laboratories signifies a new era of auditory experiences on the road. The synergy between these companies has led to a three-dimensional audio environment that elevates the driving experience. With Dolby Atmos, every drive becomes a personal concert or private screening, setting a new standard for in-car entertainment.

Sustainability remains at the core of this initiative, with each sound reflecting Mahindra’s commitment to the environment and innovation. The sonic identity and anthem mark a significant step in Mahindra’s journey towards a more sustainable future, intertwining music, sound, and technology.

In a powerful statement, Mahindra’s collaboration with AR Rahman showcases the brand’s dedication to innovation, sustainability, and global connectivity. By leveraging the universal language of music and sound, Mahindra has taken a remarkable step in defining the future of electric vehicles in India and beyond.

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