Great leaders don’t just manage brands, they build legacies. Anand Kumar has spent his career turning ideas into powerful narratives, creating campaigns that not only shape perceptions but also redefine industries. With over 14 years of experience across brand strategy, integrated marketing, digital marketing, PR, and corporate communications, he has consistently been at the forefront of moments where innovation meets storytelling.
Anand’s academic journey mirrors his professional drive. With a Postgraduate Program in Advanced Marketing Management from IIM Bangalore and an MBA from Bharathiar University, he continues to push boundaries in his field — a testament to his belief in lifelong learning and contribution to the evolving marketing landscape.
Today, as Head of Brand, Marketing, Digital & Communications at SWITCH Mobility, Anand has been part of the company’s journey from day one, helping establish it as a formidable name in the electric mobility space. From unveiling India’s first electric double-decker bus to positioning the SWITCH EiV12 and IeV Series in the urban and last-mile EV segments, he has steered campaigns that combine vision with impact, earning recognition not only for the brand but also for himself as one of the industry’s leading marketing minds.
Before SWITCH, he shaped market success at Ashok Leyland, leading more than 50 product launches and strategic campaigns that pushed market share from 36% to 48%. At Panasonic, he drove one of the most memorable success stories with the launch of India’s first budget-friendly electric rice cooker, selling a record-breaking 32 lakh units in a single year. That campaign not only made headlines but also earned recognition from Flipkart for being among the most impactful and innovative marketing initiatives. His professional journey began at AskMe.com, where he was part of the pioneering team that launched India’s first voice-based local search, digital yellow pages, and mobile app, an innovation that won him the Best Find of the Year award at the India Mobile Congress in 2014.
His journey is marked with accolades that reflect both innovation and consistency. Named among the 40 Under 40 Marketing Leaders (2025), Super 30 Visionary Leaders (2024), and ET’s Best Brand Manager of the Year (2021), Anand has also led award-winning campaigns celebrated for Best Brand Strategy, Most Trusted Brand of the Nation, Best PR Campaign, and EV Launch of the Year in 2023 and 2024.
The Making of a Brand Leader
Anand’s journey into brand management began long before his professional career, rooted in a childhood fascination with stories. Whether through films, books, or everyday conversations at home, he was captivated by the way stories could evoke emotions, shift perceptions, and linger in memory long after they were told. This early intrigue naturally evolved into a curiosity about how brands, too, tell stories.
During his college years, Anand’s interest sharpened into focus. He began studying advertisements not merely as creative visuals, but as narratives that mirrored culture, aspirations, and emotions. He would often find himself asking: Why did this line resonate? Why does this jingle stay with us? What makes a brand feel bigger than just a product? Those questions pulled him deeper into the world of communication, first through advertising and eventually into brand management.
As his career unfolded, Anand transformed that curiosity into purpose. What began as an interest in storytelling became a vocation in shaping brand strategies, leading narratives that build trust and create value. For him, brand management is far more than logos or campaigns, it is about influencing perception, fostering belief, and forging connections that last.
Looking back, Anand sees his path as a natural evolution. The boy who once dissected ad campaigns has become the professional who now crafts them on a larger canvas, using brands as storytellers that touch lives every day.
The Launch of India’s First Electric Double-Decker
Anand recalls one of the most defining chapters of his career with absolute clarity, the launch of India’s first electric double-decker bus at SWITCH Mobility. As a child visiting Mumbai, he was captivated by the sight of the city’s iconic red double-decker buses. To him, they were not just vehicles but towering marvels of movement, carrying the soul of the city. That childhood memory stayed with him, long before he knew it would shape his professional journey.
Years later, when Anand stood in front of the prototype of SWITCH’s electric double-decker, the moment felt almost surreal. It wasn’t just a machine taking form, it was history being reimagined. The challenge ahead was daunting: how do you bring back an icon that holds deep emotional value and reintroduce it in a futuristic, sustainable form without losing its essence?
Crafting the launch narrative demanded more than strategy. It required weaving together nostalgia, innovation, and vision. The team at SWITCH Mobility had to balance reverence for heritage with the excitement of progress. On the day of the reveal, as the covers lifted and the gleaming electric double-decker came into view, Anand felt a surge of pride. It wasn’t merely a product launch, it was a cultural moment, one that bridged India’s past with its aspirations for a cleaner, smarter future.
The response validated their efforts. People didn’t just see a bus; they saw a symbol of progress that honoured memories while charting a new path. For Anand, the experience was transformative. It reinforced his belief that brand building is not only about products or design but about stories, emotions, and the ability to inspire. That day, he realized he wasn’t just marketing a bus, he was helping to craft a legacy.
Staying Relevant in a World of Constant Change
For Anand, relevance in today’s marketplace begins with curiosity and attentive listening. Consumer preferences are shifting faster than ever, and staying connected requires more than data points, it calls for real conversations and genuine engagement.
At SWITCH Mobility, he ensures the brand stays anchored in its values while remaining agile enough to adapt. This balance allows the company to remain consistent in purpose yet flexible in approach. Digital platforms, storytelling, and innovative engagement serve as tools to meet consumers where they are, while the brand narrative stays rooted in authenticity.
What truly keeps a brand alive, Anand believes, is its ability to mirror the aspirations of its audience. Whether it’s sustainability, convenience, or a deeper emotional connection, people want to see their own values reflected in the brands they choose. By focusing on experiences that resonate, rather than chasing fleeting trends, he ensures that SWITCH Mobility builds not just relevance but lasting trust and loyalty.
The Compass of Brand Strategy
As per Anand, data and consumer insights aren’t just tools, they are the compass that guides every brand decision. At SWITCH Mobility, operating in an industry as young and dynamic as electric mobility, he knows that understanding consumer sentiment is non-negotiable.
Whether it’s decoding perceptions about cost, exploring adoption barriers, or gauging the appeal of sustainability, insights from customers, fleet operators, and even policymakers have helped shape how the brand positions itself. These inputs influence everything from messaging and product narratives to engagement strategies.
Yet, Anand is clear about one thing: numbers alone can never tell the whole story. Data shows what people do, but only stories reveal why they do it. “It’s the marriage of evidence and intuition that creates real impact,” he says. By blending analytics with storytelling, he ensures that SWITCH’s brand strategy connects not only to the head but also to the heart, anchored in today’s realities while inspiring confidence in the future.
Building Consistency with Local Relevance
Anand believes that building a strong, consistent brand begins with absolute clarity of purpose. Once the brand’s vision, values, and positioning are firmly established, they act as the north star, guiding every campaign, message, and market entry.
To maintain this consistency, he relies on structured brand playbooks that define tone of voice, visual identity, and core messaging. These frameworks keep the brand cohesive, whether it’s in a digital-first campaign or a corporate boardroom presentation.
But Anand is equally aware that consistency cannot come at the cost of relevance. In a world where audiences are shaped by cultural nuances, he advocates for a careful balance: staying true to the brand’s DNA while tailoring communications to fit local contexts. “Authenticity comes from understanding people where they are,” he notes.
Crucially, he sees brand building as a collective responsibility. Aligning internal teams and external partners around the same brand language is just as important as the campaigns themselves. It’s this discipline, he believes, that transforms a brand from a logo into a lasting promise.
Words of Wisdom for Future Brand Leaders
Looking back at his journey, Anand traces his path to brand management to a simple trait: curiosity. As a child, he was fascinated by stories, and later realized that at their core, brands are stories too, told across different mediums to different audiences. That insight became the foundation of his career.
To aspiring brand managers, his advice is both practical and philosophical. “Learn to tell stories that matter,” he says. Not just flashy campaigns, but narratives rooted in real human needs and emotions. People may forget slogans, but they will always remember how a brand made them feel. He also stresses the importance of mastering modern tools, data, digital platforms, and consumer insights. These sharpen creativity and give direction to storytelling. When combined, they create the magic that makes a brand unforgettable.
Above all, Anand reminds young professionals that brand building is a long-term game. Patience, resilience, and consistency matter as much as creativity. Quick wins may bring visibility, but it’s purpose-driven persistence that leaves a legacy. In his words: stay curious, stay consistent, and never stop telling stories that inspire trust.
