Q&A: Tech Mahindra CMO on the Company's Sonic Identity

Are marketers overlooking the role sound could play in brand recognition? According to the research, the answer is yes. 

A study from Gartner has previously found that 64% of customers cannot tell the difference between one B2B brand's digital experience and another's, while research from Music Grid revealed that sonic branding can increase brand recall by 96% compared to visual branding alone. 

For this reason, Tech Mahindra has launched a new sonic identity, designed to complement its visual identity while also improving brand recognition.

In conversation with Marketing Chief, Peeyush Dubey, Chief Marketing Officer of Tech Mahindra, explains how the company has developed this new sonic identity in line with its recent rebrand.

Why is Tech Mahindra launching a sonic identity at this moment?

Our sonic identity marks the natural next step in Tech Mahindra’s brand evolution. Following our visual identity refresh, it was important to create an equally distinctive audio expression that brings our brand promise, Scale at Speed, to life. As audiences increasingly engage with brands across digital, physical and immersive environments, consistency must extend beyond visuals. This initiative ensures Tech Mahindra is seen and instantly recognised through sound, creating a cohesive, memorable brand experience that reflects our momentum, innovation and global aspirations.

How significant is audio branding compared to traditional visual elements in B2B?

Audio branding is becoming an equally important dimension of enterprise brand building. In today’s multi-sensory world, brands compete for attention across diverse touchpoints where sound often creates the first emotional connection. While visual identity establishes recognition, sonic identity strengthens recall, reinforces consistency and adds a human dimension to the brand experience. For a global technology company, it enables us to communicate personality, trust and confidence in ways that complement visual assets, making every interaction more distinctive and memorable.

Where will audiences experience this new sonic identity?

The sonic identity has been designed as a unified brand asset that accompanies audiences across the entire Tech Mahindra ecosystem. It will be experienced through our corporate offices, website, corporate communications, digital platforms, social channels, podcasts, radio, call IVR and applications. It will also be featured at conferences, exhibitions, the Tech Mahindra Global Chess League, employee engagement initiatives and sales interactions. The objective is to deliver one consistent brand signature, regardless of where or how stakeholders engage with Tech Mahindra.

How do you design a sonic identity tailored for a more AI-led environment?

Designing for an AI world requires creating an identity that feels both technologically advanced and unmistakably human. Our sonic identity blends contemporary production with carefully chosen musical elements to balance innovation with authenticity. It reflects the pace and precision expected of a modern technology company while conveying warmth, curiosity and confidence. Rather than sounding purely digital, it reinforces the idea that technology is most impactful when guided by human expertise, purpose and meaningful experiences.

How did you translate Tech Mahindra’s core promise of ‘Scale at Speed’ into sound?

Every creative choice was guided by the idea of translating Scale at Speed into an auditory experience. Layered rhythms, modern synths, cinematic percussion and evolving melodic structures create a sense of momentum and forward movement, while contemporary interpretations of Indian instruments add depth and authenticity. The result is a sound that reflects Tech Mahindra’s ability to drive transformation at a global scale without losing sight of its heritage, expertise and distinct identity.

What can other enterprise brands learn from your development process?

One important lesson is that sonic branding should emerge from strategy, not aesthetics. Every element of our sonic identity was developed by first understanding our brand purpose, positioning and values, ensuring the outcome felt authentic rather than decorative. Enterprise brands should view sound as a strategic business asset that strengthens consistency across experiences and deepens brand recognition. When rooted in a clear brand narrative, sonic identity becomes an extension of business strategy rather than simply a creative expression.

What is the primary takeaway you want people to have when hearing Tech Mahindra’s sonic identity? 

We want every listener to instantly associate the sound with a brand that is innovative, confident and trusted to deliver transformation at scale. More importantly, we want the experience to evoke familiarity and optimism, making Tech Mahindra feel approachable while reflecting the expertise behind everything we do. If the sonic identity creates an immediate sense of recognition and reinforces the values our brand stands for, it has achieved exactly what it was designed to do.