NEW DELHI: Tech Mahindra has unveiled its new sonic identity, marking the latest milestone in its ongoing brand transformation and extending its refreshed visual identity into the audio space.

Named “TechM Ting”, the sonic identity is designed to translate the company’s “Scale at Speed™” brand promise into a distinctive and recognisable sound experience across its global ecosystem.

Developed in collaboration with sonic branding company BrandMusiq, the audio identity draws inspiration from a luminous digital spark and combines a futuristic, energetic pulse with elements intended to reflect Tech Mahindra’s Indian roots. The name “TechM Ting” was selected through an internal crowdsourcing campaign, with the phrase designed to reinforce recall by echoing the sound itself.

The company said the sonic identity has been developed for an increasingly digital and AI-driven environment, where sound is becoming an important element of brand engagement. It is designed to work across voice interfaces, AI agents and ambient digital experiences.

The new audio signature will be deployed across Tech Mahindra’s worldwide offices, website, corporate communications, social media platforms, podcasts, radio, call IVR, ringtones, conferences, exhibitions and employee engagement initiatives. It will also feature across sales enablement assets and the Tech Mahindra Global Chess League.

Peeyush Dubey, Chief Marketing Officer, Tech Mahindra, said the sonic identity represents the next stage of the company's brand journey as interactions become increasingly digital and multi-sensory. He said the new identity reflects Tech Mahindra's focus on combining innovation with expertise while creating consistent connections with customers, partners, employees and communities.

Rajeev Raja, Founder and Soundsmith, BrandMusiq, said the creative process was anchored around Tech Mahindra’s “Scale at Speed” positioning. The resulting composition combines contemporary, forward-moving production with instrumentation inspired by Indian musical sensibilities and is designed to provide a consistent experience across different audio touchpoints.

Tech Mahindra said the sonic identity will also be capable of evolving across different contexts through generative AI, allowing elements such as tempo, instrumentation and mood to be adapted while retaining the core sound associated with the brand.

The launch reinforces Tech Mahindra’s broader effort to build a unified brand experience across physical, digital and emerging technology-driven environments.

Keywords: Tech Mahindra, TechM Ting, sonic identity, brand transformation, Scale at Speed, BrandMusiq, Peeyush Dubey, digital branding, generative AI, sonic branding, technology, global brand