Anand Kumar

Leadership Beyond the Status Quo

Anand Kumar

Head - Brand, Marketing, Digital & Communications

Switch Mobility

Whether it was pioneering India’s first Digital Yellow Pages at Askme.com, which led to a 600% increase in customer engagement, or driving the launch of India’s first electric doubledecker bus at Switch Mobility, Anand Kumar (AK) has consistently proven his ability to lead transformational change. With over 13 years of experience in brand strategy, marketing, digital, and communications, Anand has played a pivotal role in reshaping industries and delivering impactful results. Anand’s most surprising leadership lesson was realising that being a leader isn’t just about making decisions—it’s about listening and learning from others. Initially, he believed that leadership required having all the answers, but he quickly discovered that the best results emerge from empowering his team, valuing diverse perspectives, and fostering open communication. This shift has made him a stronger leader, allowing him to tap into his team’s strengths, facilitate innovation, and create an environment where everyone feels motivated to contribute. This leadership style has been key to Anand’s success. At Panasonic, he launched a budget-friendly product that captured 40% market share and sold 32 lakh units, earning him the ‘Performer of the Year’ award. At Ashok Leyland, he oversaw 100+ product launches, reducing lead costs by 77% and boosting market share from 42% to 58%, driving an 18% increase in sales. As Head of Brand, Marketing, Digital & Communications at Switch Mobility, Anand has driven multiple award-winning initiatives, positioning the company as a leader in the e-mobility sector. His leadership has earned accolades such as the Best Brand Strategy Award and Most Trusted Brand of the Nation, making Anand a trailblazer in the marketing and communications space.

How do you create a brand identity that resonates globally while staying locally relevant?

Creating a brand identity that resonates with diverse audiences requires understanding cultural nuances, preferences, and emotional triggers. My approach focuses on maintaining core brand values while tailoring messaging to align with local cultures, ensuring the brand feels authentic and relevant across regions. In terms of play cards, I emphasise customer-centricity, localised content, and data-driven insights. Storytelling plays a key role in crafting narratives that build connections, reflect shared values, and evoke emotions that transcend regional boundaries. Whether through a hero’s journey, customer success stories, or innovative challenges, storytelling creates lasting brand loyalty. Balancing global consistency with regional relevance has been crucial in driving successful campaigns and ensuring that the brand connects meaningfully with audiences.

How do you measure branding success, and which metrics do you prioritise?

Branding is a complex process that goes beyond just visibility; it’s about creating lasting connections and aligning the brand’s message with its strategic goals. To measure its success, I focus on both quantitative and qualitative metrics. Key performance indicators like brand awareness—tracked through website traffic, social media reach, and media coverage— are essential for assessing visibility. Brand perception is equally important, measured through customer feedback, sentiment analysis, and surveys. Additionally, I prioritise metrics such as lead generation, conversion rates, and sales growth to gauge the initiative’s direct impact on business outcomes. Customer loyalty metrics, including Net Promoter Score (NPS) and retention rates, help assess the emotional bond with the brand. Ultimately, a successful branding initiative isn’t just about numbers; it’s about creating a brand that resonates emotionally with customers, fosters trust, and delivers long-term value. By continuously evaluating these metrics, I ensure the brand’s growth and relevance in the market.

What’s it like being a brand manager in the electric commercial vehicle industry?

Stepping into the role of brand manager in the electric commercial vehicle industry offers an exhilarating challenge. It’s a dynamic space where sustainability meets innovation, and crafting strategies for groundbreaking electric vehicles becomes a key part of shaping the future of transportation. This position requires understanding market demands, creating and boosting market share from 42% to 58%, driving an 18% increase in sales. As Head of Brand, Marketing, Digital & Communications at Switch Mobility, Anand has driven multiple award-winning initiatives, positioning the company as a leader in the e-mobility sector. His leadership has earned accolades such as the Best Brand Strategy Award and Most Trusted Brand of the Nation, making Anand a trailblazer in the marketing and communications space. compelling brand narratives, and driving adoption. Despite the competitive landscape, the opportunity to make a significant impact on environmental sustainability and witness the shift toward electric mobility is incredibly rewarding.

If you could master one skill instantly, what would it be?

If I could instantly master any skill, it would be data analytics and artificial intelligence (AI). These tools are integral to making informed, data-driven decisions in today’s fast-paced market. Mastery would allow me to analyse customer behaviour more accurately, track emerging trends, and optimise branding strategies effectively. Using AI to personalise customer interactions or analyse social media sentiment would help refine campaigns in real time. Furthermore, these skills would empower me to predict market shifts, ensuring the brand remains competitive and adaptable. In essence, mastering data and AI would elevate my ability to create impactful, forward-thinking brands.