Rajesh Mani, Ashok Leyland: It’s all about creating trust

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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. Here are excerpts.

How has the Covid pandemic impacted your business and how did you, as brand custodian, strategise around your brand?
You may remember that as soon as the lockdo