Mahindra Electric's New Visual Identity for Born Electric Vehicle Lineup

In a groundbreaking stride, Mahindra Electric Automobiles, an innovative subsidiary stemming from the trailblazing Mahindra & Mahindra, celebrated for its pioneering stature in India's SUV segment, has unveiled an arresting and potent visual identity destined for its upcoming lineup of Born Electric Vehicles.

This remarkable revelation took place against the captivating backdrop of the Mahindra Futurescape event, casting its spotlight on Cape Town, South Africa—a dynamic platform embodying Mahindra's far-reaching Go Global vision, spanning both the Auto and Farm sectors. The proverbial curtain was lifted on this new visual persona through the remarkable canvas of the 'Vision Thar.e' vehicle. In a symphonic choreography of unveiling, Mahindra choreographed the introduction of an enchanting brand anthem and a reverberating sonic signature, expertly composed in collaboration with the illustrious maestro AR Rahman—an artist whose name is interwoven with prestigious honors such as the Oscars, National Film Awards, Academy Awards, Grammies, BAFTA, and Golden Globe awards.

This fresh visual insignia stands as a beacon of eminence and ingenuity, strategically aimed at a discerning clientele propelling toward the realm of electric vehicles. It encapsulates a seamless fusion of revolutionary engineering, avant-garde technology, and an ethos of ecological guardianship—proffering a distinct, irresistible option for those steering their compass toward a sustainable future. This visual emblem encapsulates the audacious aspirations of Mahindra—to carve out a pioneering path in the electric vehicle evolution, bestowing an unmistakable, unparalleled value proposition upon the modern, eco-savvy consumer community.

Veejay Nakra, the President of the Automotive Sector at Mahindra & Mahindra Ltd., conveyed, "This newly minted visual identity, a living embodiment of Infinite Possibilities, unfurls as a proud standard-bearer of our Go Global vision. It stands as an emblem of our dynamic, invigorating, and resource-efficient range of electric vehicles—a synthesis where iconic design melds with revolutionary engineering and intuitive technologies. Concurrently, the harmonious anthem, christened 'Le Chalaang,' emerges as a sonic translation of the new visual paradigm—a resonant note that strikes a chord with contemporary custodians of the Earth's well-being."

Pratap Bose, Chief Design Officer at Mahindra & Mahindra, painted a vivid picture, sharing, "This artistic identity embarks on a visual voyage into myriad dimensions—serving as a proud canvas for our brand-new global electric repertoire. It extends its embrace to a diverse global audience through its profound symbolism. The infinity symbol encapsulates the ceaseless energy cascade—an unbroken synergy weaving the driver and the SUV into a tapestry of multisensory harmony. The racetrack element, an ode to our racing heritage, amplifies the pursuit of electrifying performance. The circularity motif weaves the tapestry of intelligent sustainability—an alchemical blend of science and creativity forging a luminous trail towards a regenerated planet. The iconic Mahindra 'M' takes a bold leap, reimagined for the mobility narrative of the burgeoning generation."

The revelation unfolds across various dimensions:

- The infinity symbol: Connoting an eternal flow of energy, the dynamic dance of connection between driver and SUV, orchestrated in a symphony of multisensory unity.

- The racetrack: Illuminating Mahindra's racing legacy, igniting the spirit of pursuit that drives electrifying performance.

- Circularity of intelligent sustainability: Fueled with equal fervor by science and ingenuity, an enlightened trajectory propelling toward a planet reborn.

- The Mahindra 'M': A steadfast emblem of legacy, reinterpreted for the mobility narrative of generations yet to unfold.

The Anthem:

In collaboration with the virtuoso AR Rahman, the brand anthem melodiously underscores the intimate bond between music and human existence. It encapsulates the very essence of "Chalaang," an embodiment of the indomitable Rise spirit. The anthem's lyrical tapestry, woven by the hands of Anvita Dutt Guptan (in Hindi) and Kavingar Snehan (in Tamil), finds its crescendo within AR Rahman's composition and the resonant voices of multiple award-winning artists. This anthem, christened "Le Chalaang," encapsulates the leap towards an electrifying future—an ageless expedition across uncharted realms of potentiality.