Tech Mahindra Launches ‘TechM Ting’ Sonic Identity To Strengthen Brand Transformation

Tech Mahindra has introduced a new sonic identity, ‘TechM Ting’, as part of its ongoing brand transformation, adding an audio dimension to its refreshed visual identity.

Developed in collaboration with sonic branding firm BrandMusiq, the sonic identity reflects Tech Mahindra’s ‘Scale at Speed’ brand positioning. The name was chosen through an internal crowdsourcing exercise.

‘TechM Ting’ will be deployed across a wide range of brand touchpoints, including offices, websites, corporate communications, social media, podcasts, radio, call IVRs, ringtones, conferences, events and exhibitions. It will also feature across employee engagement initiatives, sales assets and the Tech Mahindra Global Chess League.

Peeyush Dubey, Chief Marketing Officer, Tech Mahindra, said the sonic identity marks the next phase of the company’s brand journey, highlighting the growing role of sound in creating memorable and consistent brand experiences.

Rajeev Raja, Founder and Soundsmith, BrandMusiq, said the sonic identity was built around the ‘Scale at Speed’ positioning, combining contemporary production with instrumentation rooted in Indian musical elements.

Designed for both physical and digital environments, the identity can also be adapted for voice interfaces, AI agents and ambient digital experiences. Generative AI can be used to modify elements such as tempo, instrumentation and mood while retaining the core sonic signature.