Mahindra & Mahindra: M&M revamps marketing function with a big focus on digital

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Having redefined the future brand direction of an ‘Authentic SUV maker’ and set up a new design centre, Mahindra & Mahindra is now restructuring the marketing organisation with a big emphasis on the digital push.

Harish Lalchandani, who was head of strategy at farm equipment business, has been brought in as head of marketing at the automotive business and to lead the digital initiatives. Mahindra has hired Neha Anand as the head of digital marketing, CRM and communications. She joined the company on July 1 from

, where she was global head of digital content, thought leadership and marketing.

An internal statement on the new marketing structure issued to employees in May said that to build an agile and collaborative organisation, M&M has embarked on a journey to relook the market organisation. The new structure is aimed at a higher integration and synergies of the field teams, brand teams, digital marketing, adventure initiatives and media and agency.

Replying to a query from ET, Mahindra & Mahindra’s Veejay Ram Nakra, chief executive officer at automotive business, said the aim is to build a differentiated authentic SUV brand and adapting new innovative ways of marketing is going to be pivotal.

“We have revamped the marketing function to make it more agile and digital focused keeping in mind the new age customer journey. We have brought in distinctive talent with a global mindset. The team will leverage and integrate digital marketing, content creation, CRM and PR to help us meet our objective of creating a differentiated authentic SUV brand,” Nakra said.

Lalchandani comes with a strong commercial background with over 20 years across industrial and consumer industry. He brings expertise in P&L management, strategic marketing, sales and product management across different verticals and geographies and was last the CEO for South Asia business at GE Lighting.

Prior to GE, he worked with Nokia in India and Britannia in various sales and product management roles. Having worked in India, China and UK, M&M believes that Lalchandani brings in strong cultural adaptability. Anand too has over two decades experience of working with varied brands like the Indian Hotels, British Airways, Choice Hospitality amongst others.

In line with the strategy to establish itself as a differentiated and an ‘Authentic SUV’ player the ‘Mahindra Master Brand’ team as part of the marketing function will drive various strategic initiatives centrally claimed, an internal memo.

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