News Wire
Mahindra Collaborates with Music Maestro AR Rahman for Sonic Identity & Anthem “Le Chalaang” for its New Range of Born Electric Vehicles
- 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.
MUMBAI, India, Aug. 16, 2023 /PRNewswire/ — 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 Indian innovation 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.
Link to the Mahindra Brand Anthem: https://youtu.be/4ZwTJWa6ZLo
About Mahindra
Founded in 1945, the Mahindra Group is one of the largest and most admired multinational federation of companies with 260000 employees in over 100 countries. It enjoys a leadership position in farm equipment, utility vehicles, information technology and financial services in India and is the world’s largest tractor company by volume. It has a strong presence in renewable energy, agriculture, logistics, hospitality, and real estate.
The Mahindra Group has a clear focus on leading ESG globally, enabling rural prosperity and enhancing urban living, with a goal to drive positive change in the lives of communities and stakeholders to enable them to Rise.
Learn more about Mahindra on www.mahindra.com / Twitter and Facebook: @MahindraRise/ For updates subscribe to https://www.mahindra.com/news-room.
You can also write to us on: automediaenquiries@mahindra.com
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News Wire
Jameson Connects & Crepdog Crew Celebrate Subcultures with Limited-Edition Capsule
Celebrating community, creativity, and self-expression through a limited-edition drop inspired by India’s most vibrant subcultures.
MUMBAI, India, June 4, 2025 /PRNewswire/ — Jameson Connects joins forces with India’s largest sneaker and streetwear retailer, Crepdog Crew, to launch a one-of-a-kind limited-edition capsule that celebrates the spirit of counterculture in India. The collaboration is being launched under Jameson Connects – Jam Studio, a culture and community-driven collaborative space, which brings together creative minds to help explore a fresh artistic landscape.
Rooted in the dynamic street and creative scenes of India, Jameson Connects and Crepdog Crew have come together to spotlight authentic voices and celebrate self-expression from the ground up. Inspired by bomber jacket patch culture, the drop reinterprets the spirit of individuality and identity through a distinctive camo-style shacket with interchangeable patches, designed to be a canvas for personal storytelling. Complementing the shacket are a tote bag and mug, completing a bold and collectible capsule collection.
Ayush Kalra pays homage to the tattoo scene, Vijaya Aswani captures the dynamic energy of skateboarding, Jayesh Joshi channels the freedom of the biking community, and Siddhartha Iyer brings alive the rhythm and soul of music.
Anchit Kapil, Co-founder and CEO, Crepdog Crew, said, “Subcultures shape the streets long before trends catch up. At Crepdog Crew, we’ve always built spaces—physical and creative—for the community to thrive. This shacket is our way of putting that truth on fabric—a celebration of individuality, identity, and the scenes that give cities their soul. With Jameson Connects, we’ve created more than a drop—we’ve created a canvas for the culture.”
Mo Joshi, Co-founder of Azadi Records, Culture partner for Jameson Connects, said, “Real culture grows where community thrives. Jameson Connects has always been about championing grassroots voices and giving artists a platform to be seen, heard, and celebrated. This collaboration with Crepdog Crew isn’t just about merch—it’s about movement.”
The drop celebrates the power of creative collaboration through art, music, and community-first experiences.
About Jameson Connects
Powered by Jameson Ginger Ale, Jameson Connects is a community-first platform for India’s creative voices. Through verticals like Jam Pad, Jam Stage, Jam Studio, and Jam Radio, it brings together culture-shaping individuals and subcultures to collaborate, co-create, and connect.
About Azadi Records
Azadi Records is a progressive Indian music label spotlighting thought-provoking hip-hop across regional languages and subcultures. Since 2017, it has given voice to the unheard, pushing the boundaries of what Indian music can be.
For press inquiries, please contact:
Shefali Bhatia, PR Pundit Havas Red | shefali.bhatia@prpundithavasred.com | +91 9821821032
Sanjana Jhawar, PR Pundit Havas Red | sanjana.jhawar@prpundithavasred.com | +91 7023080670
View original content to download multimedia:https://www.prnewswire.com/in/news-releases/jameson-connects–crepdog-crew-celebrate-subcultures-with-limited-edition-capsule-302472881.html
News Wire
Jameson Connects & Crepdog Crew Celebrate Subcultures with Limited-Edition Capsule
Celebrating community, creativity, and self-expression through a limited-edition drop inspired by India’s most vibrant subcultures.
MUMBAI, India, June 4, 2025 /PRNewswire/ — Jameson Connects joins forces with India’s largest sneaker and streetwear retailer, Crepdog Crew, to launch a one-of-a-kind limited-edition capsule that celebrates the spirit of counterculture in India. The collaboration is being launched under Jameson Connects – Jam Studio, a culture and community-driven collaborative space, which brings together creative minds to help explore a fresh artistic landscape.
Rooted in the dynamic street and creative scenes of India, Jameson Connects and Crepdog Crew have come together to spotlight authentic voices and celebrate self-expression from the ground up. Inspired by bomber jacket patch culture, the drop reinterprets the spirit of individuality and identity through a distinctive camo-style shacket with interchangeable patches, designed to be a canvas for personal storytelling. Complementing the shacket are a tote bag and mug, completing a bold and collectible capsule collection.
Ayush Kalra pays homage to the tattoo scene, Vijaya Aswani captures the dynamic energy of skateboarding, Jayesh Joshi channels the freedom of the biking community, and Siddhartha Iyer brings alive the rhythm and soul of music.
Anchit Kapil, Co-founder and CEO, Crepdog Crew, said, “Subcultures shape the streets long before trends catch up. At Crepdog Crew, we’ve always built spaces—physical and creative—for the community to thrive. This shacket is our way of putting that truth on fabric—a celebration of individuality, identity, and the scenes that give cities their soul. With Jameson Connects, we’ve created more than a drop—we’ve created a canvas for the culture.”
Mo Joshi, Co-founder of Azadi Records, Culture partner for Jameson Connects, said, “Real culture grows where community thrives. Jameson Connects has always been about championing grassroots voices and giving artists a platform to be seen, heard, and celebrated. This collaboration with Crepdog Crew isn’t just about merch—it’s about movement.”
The drop celebrates the power of creative collaboration through art, music, and community-first experiences.
About Jameson Connects
Powered by Jameson Ginger Ale, Jameson Connects is a community-first platform for India’s creative voices. Through verticals like Jam Pad, Jam Stage, Jam Studio, and Jam Radio, it brings together culture-shaping individuals and subcultures to collaborate, co-create, and connect.
About Azadi Records
Azadi Records is a progressive Indian music label spotlighting thought-provoking hip-hop across regional languages and subcultures. Since 2017, it has given voice to the unheard, pushing the boundaries of what Indian music can be.
For press inquiries, please contact:
Shefali Bhatia, PR Pundit Havas Red | shefali.bhatia@prpundithavasred.com | +91 9821821032
Sanjana Jhawar, PR Pundit Havas Red | sanjana.jhawar@prpundithavasred.com | +91 7023080670
View original content to download multimedia:https://www.prnewswire.com/in/news-releases/jameson-connects–crepdog-crew-celebrate-subcultures-with-limited-edition-capsule-302472881.html
News Wire
Jameson Connects grooves to Grammy winner Anderson .Paak in Mumbai
An intimate celebration of music, culture, and community, also featured Seedhe Maut and Shekhinah
MUMBAI, India, June 4, 2025 /PRNewswire/ — Music lovers in Mumbai were treated to an unforgettable evening as Jameson Connects brought its signature global experience, Distilled Sounds, to India’s cultural capital with an electrifying night of rhythm, soul, and connection. Headlining the showcase was none other than Grammy Award-winning artist Anderson .Paak as DJ Pee .Wee, who took over Famous Studios, Mumbai, for a high-voltage, electrifying up-close performance that brought unmatched energy to this thrilling chapter of Jameson Connects.
DJ Pee .Wee, the dynamic alter ego of Anderson .Paak, delivered a high-energy DJ set that showcased his impeccable taste and versatility behind the console. Known for his genre-blending sound that merges hip-hop, soul, funk, and R&B, Anderson .Paak additionally treated audiences to an intimate live performance towards the end, captivating them with his rich musicality and vibrant presence.
Adding to the evening’s vibrant soundscape was a duo who need little introduction — Seedhe Maut. Fresh off the release of their eighth project DL91 FM, the genre-defying Delhi-based icons brought their razor-sharp lyrics and explosive live energy. Joining them was South African powerhouse Shekhinah, celebrated for her soulful vocals and signature fusion of R&B and pop. Together, they formed a thrilling trifecta of artistry that embodies Jameson’s spirit of fearless creativity and community.
With each edition, Jameson Connects continues to raise the bar in crafting immersive cultural experiences that merge music, community, and creativity. Known for spotlighting boundary-breaking talent from around the world while championing local voices, the platform has become a space where global artistry meets homegrown expression. The upcoming Mumbai showcase is set to be no different-an intimate yet high-impact gathering that celebrates the spirit of connection, the power of live performance, and the magic that unfolds when diverse creative energies come together under one roof.
More than just a music event, Jameson Connects delivered a curated celebration of culture, community, and connection. From eclectic pop-ups by homegrown brands to vibrant F&B experiences and the thoughtfully curated zones, every element is designed to spark conversations and camaraderie.
Stay tuned for what’s next from Jameson Connects.
Link: https://www.instagram.com/jameson_alwaysintomixin?igsh=eGszaTBsNTV5N2Yx
View original content to download multimedia:https://www.prnewswire.com/in/news-releases/jameson-connects-grooves-to-grammy-winner-anderson-paak-in-mumbai-302472876.html
Jameson Connects & Crepdog Crew Celebrate Subcultures with Limited-Edition Capsule
Jameson Connects & Crepdog Crew Celebrate Subcultures with Limited-Edition Capsule
Jameson Connects grooves to Grammy winner Anderson .Paak in Mumbai
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