The CMO's MO: Kimmy Babbar is turning gears to market manufacturing in a digital world

The CMO’s MO (modus operandi) shines the spotlight on some of India’s prominent chief marketing officers as they share their marketing mantra, trends for the future, and what keeps them up at night. In a free-wheeling chat, the who’s who of the country’s leading marketers give a sneak peek into their personalities, plans, and passion-projects for the year ahead.

In this week’s edition of CMO's MO, we chat with Kimmy Babbar, head of marketing communications at mobility solutions company, JCBL Group. During her professional journey of 18 years, she has worked with just two companies–Buzz IMC as its chief operating officer and leading the branding and marketing initiatives at JCBL. With a Master’s degree in marketing management, she combines her educational capabilities with practical knowledge and insights to help craft winning campaigns to boost her organisation’s growth.

Read on to explore further.

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

JCBL Group holds a diversified portfolio of businesses, each targeting different audiences. This year, instead of cutting back on spending, we are expanding our marketing efforts.

As we grow, we are looking to explore new markets. Our marketing strategy is comprehensive–investing across ATL, BTL, digital platforms, offline marketing, events, and more. With target customers ranging from retail consumers to senior business leaders, it is crucial for us to maintain a strong presence across platforms.

And do you see generative AI helping you achieve this goal?

At JCBL Group, we are making generative AI tools available to all, not just the top executives. Our teams across departments are encouraged to leverage AI for research, analysis, and brainstorming.

However, we rigorously check the AI generated output for originality and quality. It is not just about training; we hold our teams accountable too—nurturing a culture of responsible use of AI with full awareness of risks involved in using cognitive technologies.

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

It is a daunting task to market a serious manufacturing business in today's fast-paced and creative digital spaces. Finding the right channels that resonate with our audiences without losing sight of our industry’s gravity is essential. Next, we face the challenge of addressing our wide audience spectrum, from D2C to B2B, requiring tailored messaging across platforms.

With the push that the government is giving to the manufacturing industry, what are the top three opportunities for your brand?

JCBL Group’s contributions across defence, railways, mobility applications, and many more present big opportunities to showcase our impact on vital sectors of the economy. Our combined strength of Indian roots and global presence reflects our vast capabilities, while our robust infrastructure, strong R&D, and partnerships with global leaders establish us as a reliable brand across industries.

Our first-mover advantage—such as being the first in India to launch luxury motorhomes, or many other firsts that bring global driving experience to India—has kept us ahead, opening up endless growth possibilities.

What separates your brand culture from others?

Our brand culture is deeply rooted in people—our employees, customers, and communities.  We recognise the importance of evolving our work culture with time. One key area for improvement in the manufacturing sector is the inclusion of more women in workforce.

The unique strengths that women bring—such as exceptional organisational skills, effective people management, patience, empathy, etc—can significantly contribute to the industry's progress. By fostering an inclusive environment, we will not only enhance the organisational capabilities but also pave the way for new achievements and innovations.

What has been the best professional advice you ever got?

The best advice I have received is to ‘believe in yourself’. This simple mantra has had a profound impact on my personal and professional life. No matter the challenges that arise, maintaining self-belief has guided me through tough times and empowered me to pursue my goals with confidence.

What keeps you up at night as a CMO?

As a collaborative, visionary, and inquisitive CMO, I believe in the power of teamwork, as the best ideas often emerge when the entire team collaborates. I also ensure that every strategy is backed by insights, blending creativity with data to achieve impactful results.

The ever-evolving landscape of trends keeps me awake at night. In marketing, it is essential to stay ahead, so I am always on the lookout for emerging opportunities. I encourage my team to keep an eye on these trends, as spotting them early can lead to substantial breakthroughs in our strategies.

Is there any brand campaign that you wished you were part of?

My favourite brand campaigns are of Amul brand, known for its iconic and witty advertisements. The brand's clever use of topical humour, combined with its distinctive mascot, has not only made it 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 identity is something I truly admire.

Name another brand with an amazing customer experience that you really admire.  

I truly admire Apple, not just from a marketing perspective but also as a consumer. Using Apple products feels like they have genuinely gone above and beyond to enhance customer experience. This commitment to serving better has become integral to everyday life, showcasing what exceptional customer experience looks like and setting them apart in a competitive market. Apple’s tagline, ‘Think different’, reflects its practical approach to innovation.