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Tag: Shakti Upadhyay

  • Kia India promotes digital chief to top marketing role

    Kia India promotes digital chief to top marketing role

    Mumbai: Vijay Kumar has climbed to the top of Kia India’s marketing ladder, taking on the role of general manager and head of marketing and public relations in September after spending seven years transforming the Korean carmaker from an unknown entity into one of India’s most recognised automotive brands.

    When Kumar joined in June 2018, Kia was a blank slate in India. His mandate was straightforward: make the brand register. Mission accomplished. Through launches of the Seltos, Sonet, Carnival, Carens, Syros, and electric models EV6 and EV9, Kia has muscled its way into India’s cutthroat car market, earning consumer trust and—Kumar’s preferred metric—love.

    Kumar’s ascent from digital marketing responsibilities to the corner office puts him in charge of brand strategy, above-the-line and below-the-line campaigns, digital operations, public relations, media planning and buying, and consumer insights. His earlier digital work earned Kia global recognition, including best digital marketing campaign honours from headquarters in 2019 for the Seltos launch, beating out 70 subsidiaries worldwide. 

    Under his watch, Kia cracked India’s top three digital automotive brands by online engagement.

    Now overseeing media strategy across Kia’s internal combustion engine and electric vehicle portfolios, Kumar reports to Shakti Upadhyay, whom he credits as mentor and guide. His stated ambition: cement Kia as India’s most loved automotive brand and a thought leader, built on creativity and emotional connections with buyers.

    Before Kia, Kumar spent over two years at Cheil Worldwide handling Samsung’s flagship mobile and television products, and nearly three years at Interactive Avenues managing digital media for brands including Reckitt and ITC. At Kia, he’s overseen performance marketing across 450-plus dealer outlets and racked up 22 marketing awards between 2019 and 2025.

    Seven years in, Kumar reckons the hard part—building recognition—is done. What comes next is keeping India’s fickle car buyers smitten. In a market where loyalty is fleeting and competition ferocious, that might prove the tougher assignment.

  • Bajaj Auto ropes in marketing chief to rev up brands

    Bajaj Auto ropes in marketing chief to rev up brands

    PUNEL:  India’s third-largest motorcycle maker has hired Kia India’s head of marketing and public relations to spearhead its marketing as well as kick start its sports bike brands further, as competition intensifies in the premium two-wheeler segment.

    Shakti Upadhyay has joined Bajaj Auto as vice president for brands. His first task will be to take charge of the company’s sports motorcycle portfolio including the once-dominant Pulsar and premium Dominar ranges. The appointment comes as Bajaj battles declining market share in key segments whilst rivals like TVS Suzuki and  Honda gain ground.

    Upadhyay spent over seven years at Kia India, where he orchestrated the south Korean carmaker’s transformation from unknown challenger to household name. Under his stewardship, Kia launched the Seltos compact SUV, Sonet sub-compact SUV, and Carnival MPV, helping the brand capture nearly 4 per cent of India’s passenger car market within five years.

    His track record includes award-winning campaigns that blended “bold positioning with emotional storytelling.” At Samsung Electronics, where he spent eight years before Kia, Upadhyay led marketing for consumer durables including premium television ranges.

    Bajaj’s hire signals urgency in revitalising brands that once dominated Indian roads. The Pulsar, launched in 2001, pioneered the performance motorcycle segment but has faced intensifying competition from Honda, and TVS Motor.  Dominar, positioned as a touring motorcycle, has struggled to gain traction since its 2016 launch.

    The Pune-based company’s motorcycle business has faced headwinds as consumers increasingly favour electric vehicles and premium brands. Bajaj’s domestic motorcycle sales fell eight per cent year-on-year in the first half of 2024, whilst competitors expanded market share.

    “Bajaj has always stood for innovation, performance, and a strong challenger spirit,” Upadhyay said in a LinkedIn post announcing his appointment. He emphasised plans to deepen “brand love” and drive “global ambition” for the motorcycle portfolio.

    The marketing veteran’s mandate extends beyond just the domestic market.  Bajaj exports motorcycles to over 70 countries, with international sales contributing roughly 40 per cent of total volumes. The company has a particularly strong presence in Africa and Latin America through partnerships and local assembly operations.

    Upadhyay’s appointment reflects broader industry trends as traditional automotive companies hire  talent from successful challengers. His experience launching new brands in competitive markets could prove valuable as Bajaj seeks to reinvent mature product lines whilst expanding into electric vehicles.

    The company faces particular challenges in the 125-250cc segment even as electric vehicle startups like Ola Electric and Ather Energy have begun encroaching on urban commuter segments traditionally dominated by conventional motorcycles.

    Industry analysts suggest Bajaj’s brand revival efforts will need to balance heritage appeal with contemporary relevance, particularly among younger consumers who increasingly view motorcycles as lifestyle statements rather than purely utilitarian transport.