MITSUBISHI - Anthem of the New India

This wasn’t just simple music production- we wrote an album for the brand.

Overview

Mitsubishi is not a single business—it is an ecosystem shaping how modern India moves, builds, powers, and connects.

Anthem of New India was conceived as a unifying brand song that could speak across six distinct industries—automotive, electronics, energy, urban infrastructure, manufacturing, and semiconductors—while retaining one unmistakable sonic identity.

Our task was to create an anthem that reflected the scale, ambition, and forward momentum of a rapidly evolving India.

The Challenge

The complexity lay in contradiction.

The music needed to:

• Unite six vastly different verticals under one sound
• Feel contemporary without sacrificing gravitas
• Reflect youth and aspiration, without losing industrial strength
• Scale seamlessly—from intimate brand moments to monumental corporate statements

This wasn’t just a song—it had to function as a sonic system.

Creative Direction

We approached the anthem as musical architecture.

At the core was a single, powerful motif—designed to be modular, adaptable, and instantly recognisable. This motif could stretch, intensify, or strip back depending on the industry it represented, while always feeling part of the same family.

Key creative principles:

• Forward-driving rhythm to mirror momentum and progress
• Strong melodic spine to ensure recall across formats
• Layered dynamics that allow scale without losing clarity

The anthem moves like India itself—restless, ambitious, and always in motion.

Sonic Palette & Performers

To embody scale and emotion, we brought together voices that command presence.

• Lead Vocals:
  
  • Mohan Kannan — strength, resolve, modernity
  • Jyoti Nooran (Patakha Guddi) — raw power, cultural depth
• 20-voice choir — collective ambition and national energy
• A 24 piece orchestra and a rhythm ensemble. 

The instrumentation balanced modern production with organic weight, allowing the anthem to feel both futuristic and rooted.

System Design: One Anthem, Six Expressions

Each industry version was derived from the same core motif:

• Automotive: Speed, precision, and motion
• Electronics: Clean textures and innovation-forward tonality
• Energy: Expansive builds reflecting power and sustainability
• Urban Solutions: Structured rhythms and architectural scale
• Manufacturing: Industrial strength and rhythmic discipline
• Semiconductors: Precision, detail, and technological finesse

Despite their differences, all six expressions shared the same musical DNA.

Execution

• Composed a master anthem and six modular adaptations
• Structured music to work across films, digital assets, and live brand environments
• Designed for long-term scalability and future reinterpretations
• Delivered a cohesive sonic identity system, not just a one-off campaign

Result

The final output was a monumental, future-facing brand anthem—one that could evolve without fragmenting.

Mitsubishi gained a unified sonic language that mirrors India’s industrial heartbeat: powerful, precise, and forward-looking.

Takeaway

Anthem of New India demonstrates the power of music as infrastructure.

When built with intent, a single motif can carry many meanings—across industries, platforms, and time—without ever losing its voice.