Tech Mahindra unveils TechM Ting sonic brand identity

Tech Mahindra has launched a new sonic identity, TechM Ting, marking the latest step in its broader brand transformation.

The sound was created by sonic branding firm BrandMusiq and named through an internal crowdsourcing campaign at the Indian technology services group.

It will be used across Tech Mahindra's global operations, including offices, its website, corporate communications, digital and social media channels, podcasts, call systems, ringtones, employee communications and sales materials. It will also feature in the Tech Mahindra Global Chess League.

The launch reflects a wider push by companies to develop more recognisable audio branding as they engage customers and employees across digital, physical and voice-based channels. Tech Mahindra said the sound was designed for use in settings including voice interfaces, AI agents and other digital experiences.

Brand rollout

Tech Mahindra has been reshaping its brand identity, and the sonic element is intended to sit alongside its refreshed visual identity. The company described the sound as an audio expression of its "Scale at Speed" positioning.

According to Tech Mahindra, the asset is designed to stay consistent while adapting to different contexts. Generative AI can be used to alter elements such as tempo, instrumentation and mood while retaining a recognisable core sound.

Tech Mahindra employs more than 146,000 people across 90 countries and provides technology consulting and digital services to clients in multiple industries. The business is part of the Mahindra Group.

Peeyush Dubey, Chief Marketing Officer at Tech Mahindra, outlined the thinking behind the launch.

"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," Dubey said.

Sound strategy

Audio branding has become a more visible part of corporate identity strategies as businesses seek consistency across a growing number of touchpoints, from apps and websites to customer service systems and in-person venues. For large international groups, that can include both external brand communications and internal use across offices and employee programmes.

BrandMusiq worked with Tech Mahindra on the project, and its founder described how the brief was translated into music.

"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," said Rajeev Raja, Founder and Soundsmith at BrandMusiq.

TechM Ting was chosen to echo the sound itself, aiming to reinforce the link between the audio and its name. The company said the track takes inspiration from a digital spark moving through a connected world.

Tech Mahindra said the sonic identity draws on brand themes it describes as the Creator and the Sage and is intended to balance innovation with expertise. The sound is meant to convey warmth, curiosity and confidence across brand interactions.

The rollout adds a new sensory layer to Tech Mahindra's identity as it seeks to standardise how it presents itself across a wide international network and an expanding mix of digital channels.