Tech Mahindra has introduced a new sonic identity as part of its ongoing brand transformation, adding an audio component to the company’s refreshed visual identity. The new sonic identity is intended to extend Tech Mahindra’s ‘Scale at Speed’ brand positioning into audio, providing a consistent sound across its customer, employee and partner interactions.
The company said the move reflects the growing role of audio in digital, physical and immersive experiences. The sonic identity has been designed for use across emerging technologies, including voice interfaces, AI agents and ambient digital environments. The audio identity draws on Tech Mahindra’s brand archetypes of the Creator and the Sage, combining elements intended to represent innovation and technical expertise. The company said the sound is designed to create a sense of warmth and familiarity while encouraging curiosity and confidence.
The sonic identity was named “TechM Ting” following an internal crowdsourcing initiative. Its sound was inspired by the concept of a luminous digital spark, representing a fast-moving pulse of energy travelling through a connected environment. The name was also chosen to reflect the sound itself and reinforce brand recall.
Created in collaboration with sonic branding company BrandMusiq, the identity is expected to be used across Tech Mahindra’s global operations and communications. Planned applications include offices, the company’s website, corporate communications, social media, podcasts, radio, call IVR systems, ringtones, conferences, exhibitions and events.
The audio branding will also feature in employee engagement initiatives, sales enablement materials and the Tech Mahindra Global Chess League. 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 part of Tech Mahindra’s broader refreshed brand language and is intended to complement its visual identity through a consistent audio experience. The company said the audio asset can also be adapted for different environments using generative AI. Elements such as tempo, instrumentation and mood can be modified while retaining the core characteristics of the Tech Mahindra sound, allowing the identity to be used across different formats and experiences.
