THE MARKETING CHIEF INTERVIEW

ECH MAHINDRA IS EVOLVING. As part of Vision 2027 – a three-year transformation strategy – the company has refreshed its brand, positioning itself as a future-ready organisation while building on its existing heritage.

Leading this refresh is none other than Peeyush Dubey, Chief Marketing Officer of Tech Mahindra. This rebrand, he says, has focused on“ evolution” – taking the natural next step for a brand that already has deep trust from its customers.

“ Great brands tell a clear story, and our story is one of purposeful evolution,” he said upon the announcement.“ Our research affirmed the deep trust in the Tech Mahindra name and our Mahindra heritage, so our goal was not to change the narrative but to sharpen its focus.”

Reinforcing a company’ s messaging is one of the things Peeyush says he enjoys most about his work in the marketing industry.

“ Marketing gives you the opportunity to shape perception, create preference and influence growth simultaneously,” he says.“ What I truly appreciate is the combination of creativity and commercial impact. At its best, marketing can simplify complexity, create emotional connection and help a company express clearly why it matters.”

More than a communications exercise With more than 25 years of marketing experience, Peeyush has worked across many different stages of business transformation – from building up categories and brands to reframing large global organisations. The biggest takeaway from this experience, he tells Marketing Chief,“ is that repositioning cannot be a communications exercise”. Instead, it has to be felt across the entire business – connecting business strategy, customer experience, employee belief and market perception. Because of this, Peeyush says that a brand refresh“ must begin with truth”.

“ You have to understand what is distinctive about the company, where the business is headed and what customers and employees genuinely value,” he explains. This‘ truth’ can help strengthen internal adoption and ensure that a brand remains consistent – both of which Peeyush has said are crucial when leading a global rebrand.“ Internal adoption is as important as external expression,” he says.“ A new brand comes alive only when people understand it, believe in it and use it to guide everyday decisions.” But this has to remain consistent.

“ A brand is built through hundreds of connected experiences, not one campaign or one launch moment,” he says.

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