Mahindra reveals Anthem 'Le Chalaang' for its Born Electric Vehicles composed by Oscar Winner AR Rahman

16 Aug, 2023

• A Symphony of Innovation: Conceived in collaboration with Padma Bhushan and Academy Award-winning music composer AR Rahman, Mahindra's new sonic identity includes over 75 meticulously crafted sounds, like drive sounds and experience modes.

• Groundbreaking collaboration: Mahindra, HARMAN, and Dolby Laboratories Unite to Bring Immersive Dolby Atmos® Audio to Born Electric Vehicles.

• Sensory Experience: The electric SUVs will feature a factory of soundscapes, ranging from serene quietness to interactive sensual sound experiences, complemented by visual enhancements like active ambient lighting and high-resolution animations.

• Embracing Sustainability: The brand anthem embodies Mahindra’s pursuit of sustainability and caring for the planet, resonating with the brand's commitment to innovation and excellence.

Cape Town, August 15, 2023: 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 Mahindra's forthcoming range of all-new Born Electric Vehicles. The sounds reflect a musical extravaganza that embodies our brand's heartbeat, values, and vision. The new sonic identity and brand anthem marks a significant step in connecting with our new age customers through the universal language of music.

" Music maestro AR Rahman said, "“When I see innovative electric vehicle designs abroad, I often wondered why India hadn’t’ yet taken that leap. Collaborating with Mahindra changed that perception for me. Beyond their remarkable designs, they valued my insights on the sonic experience, emphasizing both empowering experience and the immersive feel of being in an eco-friendly, silent SUV at par with the best in the world Our partnership goes beyond merely crafting sounds; it embodies the essence of an Indiannnovation at par. While I’ve used instruments from Japan, America, and Europe, witnessing India emerge as a leader with pioneering innovations fills me with immense pride. In collaboration with Mahindra, our aim is to deliver a sonic experience that’s both global and uniquely Indian – a sound that resonates with pride and celebrates India’s significant transformation”.

The sonic compositions were developed after Rahman spent time at Mahindra's testing facility in Kanchipuram, analyzing soundscapes of leading electric vehicles. The goal was to mix cutting-edge tech with a harmonious in-car experience, simulating vehicle sounds while keeping passengers attuned to their driving mode. This formed a harmonious blend that captivates the soul and complements visual enhancements such as active ambient lighting and high-resolution animations.

Dolby Atmos, renowned for its cinematic and lifelike sound quality, has now been ingeniously integrated into the driving experience with 360 degree surround sound solution from HARMAN. Mahindra has harnessed Dolby Atmos' advanced audio processing algorithms to deliver an unparalleled auditory journey within the confines of a tranquil car cabin. The electric SUVs will feature a factory of soundscapes, designed to create a multi-sensory experience that ranges from serene quietness to interactive, sensual sound experiences. These are complemented by visual enhancements such as active ambient lighting and high-resolution animations, forming a harmonious blend that captivates the soul.

This groundbreaking collaboration with HARMAN and Dolby Laboratories transports drivers and passengers into a three-dimensional audio environment, elevating the overall driving experience to new heights. Whether it is enjoying a favorite tune, engaging with precise navigation prompts, or immersing oneself in an enthralling podcast, Dolby Atmos adds layers of depth and realism. This innovative sonic identity transforms every journey into a personalized concert or private screening, defining a new era of auditory experience on the road.

Sustainability lies at the core of Mahindra's sonic compositions; each sound encapsulates the brand's commitment to the planet, resonating with its global intention towards innovation and excellence. Together, these elements enrich the driving experience and mark a significant leap in Mahindra's pursuit of a greener future. With this initiative, Mahindra sets a significant milestone in automotive branding, reinforcing its commitment to innovation, sustainability, and global connection through the universal language of music and sound.

LeChalaang: TakeTheLeap

• Mahindra's Cutting-Edge Visual Identity for its new range of Born Electric Vehicles, a Symbol of Infinite Possibilities and a Nod to the Brand's Racing Heritage

• A Symphony of Innovation: The unveiling of the new visual identity is enhanced by a Brand Anthem Composed by Academy Award-Winning Composer AR Rahman, Adding Unique Sonic Significance to Mahindra's New Range of Born Electric Vehicles.

Cape Town, August 15, 2023: Mahindra Electric Automobiles Limited (MEAL), a newly set-up subsidiary of Mahindra & Mahindra, pioneers of the SUV segment in India, today unveiled a powerful and distinctive new visual identity for its forthcoming range of Born Electric Vehicles.

Revealed at the Mahindra Futurescape in Cape Town, South Africa – a showcase of Mahindra's Go Global vision in Auto and Farm – the new visual identity was introduced for the first time on the 'Vision Thar.e'. Along with the unveiling of the new visual identity, Mahindra also launched an inspiring brand anthem and sonic identity. These were masterfully conceived in collaboration with music maestro and Padma Bhushan and Padma Shri recipient, AR Rahman, winner of Oscar, National Films, Academy Awards, Grammies, BAFTA, Golden Globe to name a few.

The new visual identity serves as a hallmark of quality and innovation for customers opting for electric vehicles. It symbolizes a blend of revolutionary engineering, cutting-edge technology, and environmental responsibility, offering a distinct and appealing option for those driven towards a sustainable future. It encapsulates Mahindra's ambition to lead in the electric vehicle revolution, providing a clear and unique value proposition for modern, eco-conscious consumers.

Veejay Nakra, President – Automotive Sector, Mahindra & Mahindra Ltd., said, “This new visual identity, symbolising Infinite Possibilities, is the proud embodiment of our Go Global vision, representing our exciting, energizing, and efficient range of electric vehicles where iconic design meets revolutionary engineering and intuitive technologies. In parallel, the new Anthem – “Le Chalaang” is a depiction of the new visual identity, creating a sonic representation to resonate with new-age customers who deeply care for the planet.”

Pratap Bose, Chief Design Officer, Mahindra & Mahindra said, “The new identity is a visual exploration of different dimensions, proudly showcasing our all-new global electric range. The new visual identity will address a global audience with its deep symbolism. The infinity sign represents the constant flow of energy; the racetrack denotes our racing pedigree and the exhilaration of performance, and the circularity indicates intelligent sustainability, which is powered equally by science and creativity towards a positive planet. This new identity is future-facing, sustainable, distinctive, and fun!”

Different Dimensions of the New Visual Identity:

• The infinity symbol - represents the constant flow of energy, the fluid synergy of the driver and the SUV in multisensory harmony.

• The racetrack - highlights the racing pedigree imprinted in Mahindra's DNA and the pursuit of exhilarating electrified performance.

• The circularity of intelligent sustainability - powered equally by science and creativity towards a positive planet.

• The Mahindra 'M' - rock-solid heritage reimagined for next-generation mobility.

The Brand Anthem:

Conceived in collaboration with music maestro AR Rahman, the Brand Anthem emphasizes the profound connection between music and the human experience. It defines the very concept of a “Chalaang” that symbolizes the spirit of Rise. With lyrics by Anvita Dutt Guptan (Hindi) and Kavingar Snehan (Tamil), the music is composed by AR Rahman, and sung by multiple awardwinning artists, the Brand Anthem called “Le Chalaang”, represents the leap towards unleashing an electrifying future through a timeless exploration of new possibilities.

• Lyrics: Anvita Dutt Guptan (Hindi), Kavingar Snehan(Tamil)

• Music: A. R. Rahman

• Singers: Alexandra Joy, Simran, Ria (Hindi), Alexandra Joy and Rakshita Suresh (Tamil)

• Anthem name: Chalang