- Ashesh Dhar had also worked with the likes of Mahindra, TVS and Bajaj
- He also heading Tata Motors’ marketing and customer service departments
Ashesh Dhar, popularly known for spearheading Tata Motor’s electric vehicles sales passed away last Friday. ET Auto cited cardiac arrest as the reason of demise.
“The current pandemic has challenged individuals and businesses across the world which has led to the emergence of a ‘new normal’. In such a scenario, electric vehicle marketers will have to take a twofold approach- one that revisits old marketing practices and another that redraws communication strategies to fit better into these current dynamic times. Consequently, today the focus for marketers, as always, will remain on having an insightful understanding of the changed market conditions and adapt to them accordingly,” read a blog post that he had written recently.
Worked with the likes of Mahindra, TVS and Bajaj
In his career that spanned over two decades, late Ashesh Dhar had worked with the likes of Mahindra, TVS and Bajaj. He had started his automotive career back in 1991.
At Tata Motors, he was spearheading the sales of Tata’s recent personal segment EV car, Nexon EV. He was also heading Tata Motors’ marketing and customer service departments for the electric vehicle space.
In his recent blog post for marketeers he wrote, “In challenging time likes these, a brands focus must be on instilling confidence in their customers through the right information, awareness and proper engagement. As such customer experience will need an overhaul. For instance, the crisis has made people more cognizant of hygiene and cleanliness.”
The blog post continued, “Ultimately, Covid-19 will bring in an undeniable change in the marketing landscape. The focus now will be to put people first as interaction and collaboration take on a new meaning. Brands will have to tell their stories in different ways and adapt to changing circumstances to ride out the challenging times ahead.”
