INDIA: Dolby Laboratories, a global leader in immersive entertainment experiences, and Mahindra & Mahindra Ltd., India’s leading SUV manufacturer, today announced the debut of Dolby Atmos in the Mahindra Thar ROXX AX7L variant. This marks a first-of-its-kind innovation in the global SUV market — integrating 4-channel immersive audio powered by Dolby Atmos into a vehicle.

The Thar ROXX redefines the aural experience on wheels. Whether you’re cruising through urban streets or navigating remote trails, Dolby Atmos enhances every journey, allowing sound to move freely around you with unmatched depth and realism.

With Gaana streaming integrated directly into the infotainment system, Thar ROXX owners can immerse themselves in Dolby Atmos music anytime, making every ride truly unforgettable.

Commenting on this collaboration, Karan Grover, Senior Director, Commercial Partnerships –  IMEA, Dolby Laboratories said, “We are excited about the possibilities that our collaboration with Mahindra can bring for customers, especially in India. With Dolby Atmos in Thar ROXX AX7L, we’re taking the car journey to an entirely new level by transforming the interior cabin into a personalised concert hall on wheels, making every ride an immersive audio experience that complements the adventurous spirit of the Thar ROXX AX7L.”

Velusamy R, President – Automotive Technology & Product Development, Mahindra & Mahindra Ltd, said, “At Mahindra, it is our constant endeavour to explore limitless boundaries in automotive innovation, and the Thar ROXX is a testament to that spirit. By being the first vehicle in the world to feature Dolby Atmos, featuring 4 channels of immersive audio integrated into the premium 9-speaker Harman Kardon-branded audio system, we are redefining the driving experience. No matter the terrain or conditions, the Thar ROXX delivers a sensory experience like no other SUV of its kind on the Indian roads, bringing every moment on the road to life with Dolby Atmos.”

This collaboration between Mahindra and Dolby sets a new benchmark for in-cabin technology — one that caters to the Global Indian consumer who desires performance, design, and an immersive digital lifestyle. Furthermore, Mahindra has ramped up production of the Thar ROXX, equipped with Dolby Atmos, to meet overwhelming demand. This ensures customers can enjoy the unmatched thrill and innovation of ‘the SUV’ with a reduced waiting time.

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INDIA: G0VO, a trusted name in the home audio segment, today announced the launch of a complete line-up of Soundbars. The 2024 portfolio features select G0VO Go Surround 975 and 940 soundbars with Dolby Atmos® support, aimed at delivering immersive sound experiences right from the comfort of your living room. This launch further marks a momentous milestone making G0VO Go Surround 975 and 940 the first ‘made-in-India’ soundbars with Dolby Atmos manufactured at Channelplay’s facility in Manesar, Gurgaon.

Staying abreast of consumer needs and aimed at fulfilling their last-mile requirements, the G0VO Go Surround 975 and 940 have been designed with cutting-edge technology and innovative design to elevate the way people enjoy their entertainment at home. They boast a powerful chipset allowing consumers to immerse themselves in Dolby Atmos fully. Powered by advanced DSP signal processing and a 2.1.2 configuration, these soundbars ensure superior audio quality. Combined with Dolby Atmos, experience sound that moves all around you while bringing your favorite entertainment to life with greater depth clarity, and detail.

With a 400-watt output, the G0VO soundbars are a powerhouse of performance and come with mega bass for an impactful sensory experience. They can be placed anywhere inside the house, providing seamless connectivity with any of your devices through universal HDMI, Bluetooth 5.3, AUX, and USB compatibility options. Moreover, the new soundbars offer complete freedom with personalization profiles for consumers with three equalizer modes tailored for music, movies, and news, ensuring that every listening session is customized as per preferences.

Commenting on the association, Piyush Jalan, Co-founder, and COO, of G0VO India, said, “At G0VO, technology has revolutionized the home audio segment, and brands are making efforts to provide innovative products to their customers. Moreover, the present generation is eagerly seeking gadget-friendly accessories. Through our collaboration with Dolby and Channelplay, our goal is to cater to the evolving needs and preferences of our valued customers by providing them with affordable soundbars that are a blend of advanced design and exceptional performance.”

To celebrate the launch, G0VO, Dolby, and Channelplay co-hosted an exclusive event in New Delhi today featuring a live performance by Grammy award-winning artist Ricky Kej, who shared his perspective on the importance of high-quality audio in amplifying entertainment experiences. The event highlighted the immersive audio capabilities of the G0VO Dolby Atmos Soundbar, showcasing how it can elevate the listening experience for music, movies, and more.

Karan Grover, Sr. Director Commercial Partnerships – IMEA (India, Middle East & Africa), Dolby Laboratories said, “We are delighted to collaborate with G0VO and Channelplay to bring the revolutionary Dolby Atmos experience with the first Dolby Atmos enabled ‘made-in-India’ soundbars. This collaboration represents a shared commitment to innovation and excellence in audio technology, and we are excited to see how the G0VO Go Surround soundbars will transform the way people experience live sports, movies, music, and more at home.”

Sundeep Holani, Joint-CEO, Channelplay said, “Channelplay’s collaboration with Dolby and G0VO heralds a ground-breaking moment for India’s consumer electronics industry. By introducing Dolby Atmos-enabled soundbars locally, we’re not just embracing ‘Make in India’ but also elevating home entertainment standards. This collaboration merges Dolby’s world-class technology with G0VO’s market acumen, promising an immersive audio experience like never before. Brace yourselves for a revolution in sound.”

The devices, priced at ₹12,999/-, will be live on Amazon from today and soon on Flipkart, as well as in leading retailer stores such as Reliance Retail and Vijay Sales.

Furthermore, G0VO with Dolby Atmos is set to introduce the following new additions:

• G0VO Go Surround 980 and 965, 525W Dolby Audio, 5.1 Surround Sound Soundbar with wired Subwoofer
• G0VO Go Surround 880 and 870, 240W Dolby Audio, 2.1 Surround Sound Soundbar
• G0VO Go Surround 860 and 800, 180W Dolby Audio, 2.1 Surround Sound Soundbar

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