TATA Curvv.ev
Audio Branding
Single point of focus
“Breathe life into the car, bring it alive. Let it talk. Not just talk, but communicate meaningfully”
In pursuit of being
“Ahead of the Curvv”
TATA motors (the leader of the EV segment in India) teamed up with us at SonicleTM to design the soundscape of their future shaping EV - TATA Curvv. Synthesizing in-vehicle alerts, Acoustic Vehicle Alert System (AVAS) and sonic signatures, from scratch.
A new Sonicle
grammar
Sound trancedes the barrier of verbal language. We built a unique sonic-verse by designing a new sound vocabulary stemming from the brand personality.
Patient, not persistent
The mantra at the core - never commanding, never intimidating. Safety cannot be imposed, it needs to be positively reinforced.
Sync with the subconscious
Every Sonicle is created to build a cognitive association with a specific feature. You hear. You . comprehend. You act.
Science + instincts
We adopted a science based approach to pick instruments and synth plugs that appeal to the human psyche.
Sound that cuts through the noise. And silence.
EVs are inherently noiseless. Acoustic Vehicle Alert System (AVAS) is essential for safety. Over and above, a potent platform to build brand identity.
The world will know when “THE CURVV” arrives.
The Science Behind
Tone 1 is high on relaxation and engagement towards the task when heard inside the car. It induces some amount of stress. Low stress is considered productive. Tone 1 🏆
SOURCE: PSYCHOACOUSTIC USER RESEARCH
The Science Behind
Pedestrian is attentive when he/she hears the AVAS tone from the car. Pedestrian is engaged and stressed at the same time. He/ she feels relaxed after the car has passed. Tone 1 🏆
SOURCE: PSYCHOACOUSTIC USER RESEARCH
The Science Behind
Pedestrian is attentive and feels stressed car coming towards but later feels relaxed after hearing car decelerates. Tone 1 🏆
SOURCE: PSYCHOACOUSTIC USER RESEARCH
A new realm of EV sounds
There are features that are unique only to Electric vehicles.
Now that opens up doors to create a whole new realm of sounds.
Decoding brainwaves.
Psychoacoustic User Research
We artists can get self obsessed, sometimes. And we are aware. So we wanted the intervention of data, rationale and objectivity. We love what we have created, so let’s put it to a real world test?
Driving Experience.
In cabin alerts and notifications need to be noticeable, yet not jarring for a seamless need based interception.
Driver’s Assistance.
Safety alerts shouldn’t be alarming, but should actively register in the mind of the driver. Keep calm, drive on.
Turning chaos into a method.
Turning the car into our home.
A billion synth plugs and a gazillion rides after we picked sounds that work best in a car. (Well, what sounds great in studio could sound like junk inside a car.)
Sonic logo that captures
the essence of TATA.ev
TATA.ev Logo Sound
Sonic Branding
TATA.ev Brand Film
Launch Film