The company recently accomplished a 60% dependence on renewable energy and took steps to address the pandemic crisis by addressing ground-level issues of stakeholders. Like most other companies, Ashok Leyland had to expect the unexpected during the Covid pandemic. How did the second-largest vehicle manufacturer in India manage, sustain, rebuild, and strategise its brand? How challenging was it to build trust in an adverse environment?

The company’s Head of Marketing and Corporate Communications, Rajesh Mani, tells CW in a video interview that the challenge is to keep the trust, and not worry too much about how much control a brand can exercise in an environment of digital interactivity and unpredictable situations. He goes to explain the steps that essentially constitute compassionate leadership during a crisis by invoking new technology such as enabling digital platforms for tracking.

Watch the interview and read excerpts here.

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