Mahindra collaborates with music maestro AR Rahman for sonic identity & anthem “Le Chalaang” for its New Range of Born Electric Vehicles

Mahindra Electric Automobiles Limited (MEAL), a subsidiary of Mahindra & Mahindra, a pioneer in the SUV segment in India, today unveiled a ground-breaking sonic identity in collaboration with Padma Bhushan and Academy Award winner AR Rahman, emphasizing meaningful human experiences through sound. This new sonic identity showcases Mahindra's pursuit of sustainability and commitment to caring for the planet, highlighting the brand's connection between its Indian roots and ambitious global outreach. The sonic identity was unveiled along with Mahindra’s new visual identity, for its new range of born electric vehicles. The sonic identity extends far beyond the brand anthem, encompassing over 75 unique sounds tailored for various aspects of Mahindra’s forthcoming all-new portfolio of global electric SUVs. These sounds include interior and exterior drive sounds, experience zone modes, infotainment cues, and functional signals such as seat-belt alerts and turn indicators. Each sound has been meticulously crafted to align with Mahindra's brand and connect with the customers through music and lifestyle. 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