Women’s perspectives can reimagine a brand story

By Staff Report March 3, 2025 12:35 pm IST

The manufacturing industry still lacks female executive presence in brand marketing roles. Arshleen Ahluwalia, Global Manager, Brand and Marketing Communications at MUVIQ, says her vision is to foster equal opportunities for females as brand and marketing advocates in the B2B sector with a strong presence in executive roles, industry forums, and key decision-making spaces by breaking stereotypes and championing visibility. She encourages more next-gen women to join brand marketing roles in manufacturing —to lead, transform, and set new benchmarks in the manufacturing and automotive branding space.

What makes MUVIQ a preferred choice for vehicle manufacturers across various segments?

MUVIQ is not limited to EVs; we also do commercial vehicle, off-highway, and light-duty segments. Renowned for seamlessly delivering state-of-the-art mobility solutions with passion and performance, MUVIQ has become the preferred choice of the world’s leading vehicle manufacturers across commercial, industrial, and automotive applications. Our solutions range from electric to hybrid and beyond, and MUVIQ will continue to meet today’s and tomorrow’s dynamic transportation needs. The brand will cultivate a strong and visible presence through dynamic messaging and digital engagement while leveraging its global manufacturing and R&D expertise to shape the future of sustainable mobility.

How do you see branding and marketing communications evolving in the automotive and industrial sectors?

Branding and marketing communications in the automotive and industrial space are focused on digital transformation, sustainability imperatives, and shifting customer expectations. Today, the demand is more than technical expertise—it requires powerful, purpose-driven storytelling that humanises innovation, builds trust, and fosters engagement. The future belongs to brands that recognise the power of strategic messaging and translate it into impactful customer and stakeholder experiences.

Our approach at MUVIQ is rooted in a seamless fusion of data-driven marketing, immersive digital experiences, and authentic storytelling, which connects with global audiences and develops meaningful connections across the heavy-duty and light-duty mobility world.

In the automotive industry, where technical expertise often takes centre stage, how do you ensure that brand storytelling remains compelling yet technically accurate?

I strongly believe that brand storytelling isn’t just about communication—it’s about creating an emotional connection with the audience that turns technology into a powerful narrative. The automotive industry requires innovation and precision to drive success. My expertise aims to bridge the gap between technical excellence and customer relevance and deliver an authentic brand message. By collaborating closely with C-suite executives, R&D, engineers, product teams, and business development teams, I uphold authenticity and translate complex engineering into compelling experiences —whether it’s highlighting the power of performance, futuristic precision advancements, or sustainable mobility, making them the heart of our story and not just features. As a brand advocate, I ensure the brand story resonates with our audience while making technical details accessible through engaging content, visuals, and real-world applications. Our storytelling captivates and builds trust and brand loyalty in a highly competitive landscape.

Branding in B2B manufacturing markets is vastly different from B2C. What strategies have you employed to create a strong brand presence among OEMs and industry stakeholders throughout your tenure?

Branding in B2B manufacturing markets is about building trust, credibility, and long-term industry leadership. Unlike B2C, where emotional appeal drives decisions, B2B branding must establish a strong presence through thought leadership, strategic storytelling, and high-impact engagement. I have successfully positioned brands as industry pioneers by crafting compelling narratives around innovation, sustainability, and performance—reinforcing trust among OEMs and key stakeholders. Through a 360-degree omnichannel strategy integrated with data-driven marketing, traditional industry touchpoints, and digital transformation, I have driven meaningful connections and influenced purchase decisions. My approach is to take the brand beyond visibility; a brand has to create a lasting impact, shape perceptions, and strengthen market leadership in an industry where trust is important.

How does your global marketing and communication strategy adapt to diverse regional markets while maintaining a consistent brand identity? 

A strong global marketing and communication strategy builds market-leading brands across both B2B and B2C industries. Few can master the challenge of striking the right balance between unified global brand identity and regional relevance. It requires strategic precision, cultural intelligence, and localisation without compromising brand integrity. My strategy combines centralised brand governance with agile localised execution, ensuring core brand values remain strong while adapting to regional dynamics. This drives a powerful global presence, builds trust, and solidifies industry leadership with precision and impact.

As a brand storyteller and strategist, how do you see the role of traditional (ATL/BTL) vs. digital marketing in building long-term brand trust and credibility in the manufacturing sector? 

Brand trust and credibility in manufacturing are built through consistency, authenticity, and strategic engagement across traditional (ATL/BTL) and digital marketing. Traditional channels like television, print, and on-ground activations create mass awareness, strengthen the brand’s legacy, and establish industry leadership. All these are essential in a manufacturing sector where legacy and reliability matter. However, digital marketing is a game-changer. It brings real-time engagement, personalised messaging, and data-driven insights that deepen consumer trust and brand relations. As a brand advocate, I see the power of integration. ATL is key for credibility, BTL for targeted influence, and digital for sustained interactive communication.

What has been your experience navigating a traditionally male-dominated space, and what message would you give aspiring women leaders in branding and marketing?

Navigating the manufacturing sector as a woman has been both a challenge and an opportunity. Making an impact in a traditionally male-dominated industry is about proving that persistence, expertise, strategic thinking, innovation, and the ability to drive real impact know no gender. From being the only woman on the production floor to becoming a seasoned brand strategist and marketing leader, my journey is filled with passion and relentless determination to positively impact brands and reshape the perception that women can succeed and thrive in industries where they are often underrepresented. At the same time, I express my gratitude to the industry leaders I’ve had the privilege to work with. I have embraced challenges and exposure that pushed my limits and fuelled my passion for redefining how brands are built, engaged, and positioned as leaders in multi-million-dollar global markets.

To aspiring women leaders in branding and marketing, my say is to own your passion, be thoughtful and persistent, and lead confidently. Your perspective is valuable and necessary to build a change. See through the opportunities, build strong networks, amplify your learning graph, and stay ahead of industry shifts. The future of manufacturing is being rewritten, and women are at the forefront of this transformation.