CMO: Kimmy Babbar Moves to Digital Production | Marketing

The CMO’s MO (modus operandi) spotlights some of India’s eminent CMOs as they share their marketing mantra, trends for the future and what keeps them up at night. In a casual conversation, the country’s leading marketers share their personalities, plans and passion projects for the coming year.

In this week’s edition of CMO Magazine, we speak with Kimmy Babbar, Head of Marketing Communications at mobile solutions company JCBL Group. In her 18-year professional journey, she has worked with just two companies: Buzz IMC as COO and leading branding and marketing initiatives at JCBL. With a Master’s degree in Marketing Management, she combines her educational abilities with practical knowledge and insight to help develop successful campaigns that contribute to the growth of her organization.

Read on to find out more.

Considering that JCBL is a conglomerate, are there any specific areas where you are investing your marketing budgets this year?

JCBL Group has a diversified portfolio of businesses, each targeting a different audience. This year, instead of cutting costs, we are expanding our marketing activities.

As we grow, we strive to develop new markets. Our marketing strategy is comprehensive: we invest in ATL, BTL, digital platforms, offline marketing, events and much more. Since our target customers range from retail consumers to senior business executives, it is critical for us to maintain a strong presence across all platforms.

And you see Does generative AI help you achieve this goal?

At JCBL Group, we make generative AI tools available to everyone, not just the C-suite. Our teams across departments are encouraged to use AI for research, analysis and brainstorming.

However, we carefully check the AI-generated results for originality and quality. It’s not just about training; We also hold our teams accountable by fostering a culture of responsible use of AI with full awareness of the risks associated with the use of cognitive technologies.

What are the top three marketing challenges for your brand right now?

Promoting a serious production business in today’s fast-paced and creative digital landscape is no easy task. It’s important to find the right channels that resonate with our audiences without losing sight of the relevance of our industry. We then face the challenge of reaching our wide range of audiences, from D2C to B2B, which requires tailored messaging across platforms.

Given the government’s support for the manufacturing industry, what are the top three opportunities for your brand?

JCBL Group’s contributions to defence, railways, mobile applications and many other sectors provide great opportunities to demonstrate our impact in vital sectors of the economy. The combined strength of Indian roots and global presence reflects our immense capabilities, while our robust infrastructure, strong R&D and partnerships with global leaders make us a trusted brand across all industries.

Our first mover advantage – like being the first in India to launch luxury motorhomes, or the many other pioneers who bring global driving experiences to India – allows us to forge ahead with endless growth opportunities.

What makes your brand culture different from others?

Our brand culture is deeply rooted in people – our employees, customers and communities. We recognize the importance of developing our work culture over time. One of the key areas of improvement in the manufacturing sector is the inclusion of more women in the workforce.

Women’s unique strengths such as exceptional organizational skills, effective people management, patience, empathy, etc. can contribute significantly to the progress of the industry. By creating an inclusive environment, we will not only expand organizational capabilities, but also pave the way for new achievements and innovations.

What’s the best professional advice you’ve ever received?

The best advice I received was to “believe in yourself.” This simple mantra has had a profound impact on my personal and professional life. Regardless of the challenges that arise, maintaining self-belief has helped me through difficult times and enabled me to achieve my goals with confidence.

What keeps you up at night as a Marketing Director?

As a collaborative, forward-thinking, and inquisitive CMO, I believe in the power of teamwork because the best ideas often come when the entire team collaborates. I also ensure that every strategy is backed by ideas, combining creativity with data to achieve impressive results.

The ever-changing landscape of trends keeps me up at night. In marketing it is very important to stay ahead, so I am always looking for new opportunities. I encourage my team to keep an eye on these trends because early detection can lead to significant breakthroughs in our strategies.

Is there any advertising campaign you would like to be a part of?

My favorite advertising campaigns are from Amul, a brand known for its iconic and witty advertisements. The brand’s clever use of topical humor coupled with its signature mascot has made it not only a household name but also a beloved part of Indian culture. The ability to connect with audiences through timely messages while maintaining a strong brand personality is something I truly admire.

Name another brand that you truly admire that has amazing customer service.

I truly admire Apple, not only from a marketing standpoint, but also as a consumer. When using Apple products, it feels like they have truly gone above and beyond to improve the customer experience. This commitment to superior service has become an integral part of everyday life, demonstrating what exceptional customer experience looks like and differentiating them in a competitive market. Apple’s slogan “Think Different” reflects Apple’s hands-on approach to innovation.