We are in an exciting phase of transformative technologies where marketing will play a key role not only in strategy but also in the development of the ecosystem for faster technology proliferation.

Ruchir Agarwal, our next pathbreaker, Head of Marketing, Brand and Communications at Blue Energy Motors, drives decarbonization strategy in the heavy- duty commercial vehicles trucking space.

Ruchir talks to  Shyam Krishnamurthy from The Interview Portal about his career highlights at Volvo and Mahindra Construction Equipment, where he drove execution of product launches and fuelled brand affinity.

For students, make no mistake, Marketing is challenging as it is a field which is a mix of science and arts. It requires analytical skills with a creative touch !

Ruchir, can you share your background with our young readers?

A s a kid hailing from a normal middle-class family, I saw my father diligently working in a public sector general insurance company and yet finding time to study while tending to his family duties towards us, to complete his Fellowship in his domain of Insurance. My mother instilled in me the importance of education and self-development at a very early age. This background led to me achieving a good academic track record along with a healthy participation in pursuing hobbies such as learning new languages of Spanish and Urdu, philately and numismatics and co-curricular activities such as quizzes, elocution among others.

What did you do for graduation/post graduation?

I did my graduation in Computer Engineering (BE) and post-graduation in MBA, Marketing.

Can you share with us some of the key influences that led you to such an offbeat, unconventional, and unique career in Strategic Marketing?

For graduation, I followed the normal course of Engineering though I realized early on that it is did not interest me. My passion for social sciences and people helped me to choose MBA over MS after my graduation. Marketing came naturally to me 

Tell us about your career path

In the 2nd year of engineering, I understood that while I was academically sound, it was not my port of call. Hence, I decided to pursue MBA and took up Marketing as a profession which involved customer behaviour and psychology. 

My career began in 2008 when the subprime crisis had impacted the global economy. Even as a management trainee, I had to search for alternate opportunities. With perseverance and fortitude, I was able to secure a job within a month, at Platinum Communications. I believe Innovation is the key to cut the clutter. The idea to rotate the larger than life size chips of Bingo Mad Angles on key billboards across metros as an outdoor media extension of the TVC campaign “Har Angle se Ummm..” was judged best campaign by ET Brand Equity. 

After working at a media agency, I moved to the client side at Timken into their marketing department.

Being research-focused and adept at pattern analysis, I was able to identify and launch packaging innovation of a bundled offering as Combo Kit at Timken. Leading multinational teams of over 50 members on launch projects at both Timken and Volvo has provided me experience and insights into various cultural nuances. Also, having served myriad customer segments across B2G, B2B and B2C has made me proficient in analyzing customer personas and developing suitable go-to-market strategies. The 2001 earthquake relief work and medical emergencies, one with a customer delegation in South Korea and another due to the untimely demise of my mother, has made me adept at crisis management by responding objectively and prioritizing action plans to salvage the situation. 

As marketing lead for Mahindra Construction Equipment (MCE), I addressed the latent need for small road contractors for affordable motor graders through market-basket & need-gap analysis which led to the launch of category creating products that captured 25% marketshare and made MCE EBITA positive. Drawing from e-commerce platforms, I implemented one-of-the most successful consumer schemes in small commercial vehicles which helped garner the highest 3 wheeler spare parts (3Wh) retail sales in 15 years of the brand and fuelled brand affinity.  As Marketing Services Head for the Mahindra Commercial Vehicles range, I have led a cost optimization drive and managed teams to deliver strategic digital transformation projects such as digitisation of the CV dealer network. Also, I was instrumental in the development of Brand properties like Mahindra Transport Excellence Awards and roll-out of Guaranteed Experience Customer Value Proposition and Blazo Truck relaunch campaign which is a IIMA case study by Prof. Arvind Sahay.

I have created marketing organizations twice from scratch and am currently pioneering the green trucking revolution in India and have launched India’s first LNG truck which is driving sustainability in logistics.

How did you get your first break?

I started my journey in 2008 when the financial crisis had hit the market. Though I was laid off from the bank in which I was placed through campus placement, I immediately got a break in the media agency where I had done my summer internship.

What were some of the challenges you faced ? How did you address them?

Marketing is challenging as it is a field which is a mix of science and arts. While you need to be adept with numbers, sales volumes, targets and market share, you also need to be good at communications, marketing promotions – creatives, which requires a fair bit of artistic/creative bent of mind. Also, different customers and product lines involve different tactics. Hence, it is essential to be very vigilant to ensure that you are quick to respond to any market development.

Where do you work now? What problems do you solve?

I work as Head Marketing, Brand and Communications for the startup called Blue Energy Motors.

We are driving decarbonization in the heavy- duty commercial vehicles trucking space.

While working on new technologies, it is essential to work on the development of the ecosystem and liasioning. Hence, in traditional industries where you essentially focus only on customers, in new technology you need to also focus on relationship building with Fuel Marketers, Charging Infrastructure developers and government to ensure quick development of the ecosystem for faster technology proliferation.

What skills are needed for your role? How did you acquire the skills?

Both creative and analytical skills are required. It can be acquired through MBA in Marketing.

What’s a typical day like?

I coordinate with various agencies and stakeholders to deliver marketing mandates.

What is it you love about this job? 

Each day brings on unique challenges as there are multiple needs of different stakeholders to be catered to.

How does your work benefit society? 

I help build brands that generate revenue which help improve stakeholder’s wealth which in turn leads to upliftment of the society.

Tell us an example of a specific memorable work you did that is very close to you!

My outdoor campaign of rotating larger than life size chips on the prominent billboards across the country for Bingo Har Angle se Umm was adjudged as the best by ET Brand Equity.

Your advice to students based on your experience?

Follow your passion if you are not able to, do whatever you do passionately.

Future Plans?

Aim to be CXO of an MNC