General Manager, Marketing & Digital Strategy
JCB is a pioneer in heavy machinery used across a variety of industries and has a strong brand presence across India with over 80% market share in the Backhoe category. Backhoe is sold as a multipurpose machine, so more the applications more the sale.
Till early 2000, JCB was known as a prominent construction equipment player only in Urban Markets. There were immense opportunities in rural which were still unexplored. We suggested to develop a new market in rural, targeted to push volumes to the maximum potential.
The mandate was to reach rural customers and build awareness for JCB across the TG.
Promote JCB as a “viable Investment and how it adds value to their lives.” Motivating the TG to use original spare parts.
Promote Rural Entrepreneurship Promotion and Livelihood Enhancement Programs - buying a Backhoe equals buying a Business.
After a successful pilot model, this became a scaleable model across the country.
By developing a new market in rural, JCB was able to push volumes. Almost 20% of Backhoe sales come from Rural. The flagship campaign has entered into its 18th year - successfully extended to Nepal & Myanmar. Further, the model has transformed into JCB Dealer Partnership Program wherein all their 60+ dealerships are involved with Team Infinity for planning and implementation support.