In the fast-paced world of global marketing, where innovation and adaptability are paramount, we often find ourselves seeking insights from those at the forefront of industry leadership. Today, we have the privilege of delving into the expertise of Vibha Thusu, the Overseas MarCom Leader overseeing a group of electrical brands spanning over 65 countries. With a wealth of experience in Marketing Communications, Brand Management, Digital Product Data Management, and Marketing at all touchpoints, Vibha lives and breathes strategic prowess and visionary leadership.

As we delve into the intricacies of modern marketing strategies, Vibha shares her insights on collaborative synergy, customer empowerment, authentic storytelling, data-driven decision-making, community engagement, and the challenges of delivering omnichannel service. Join us on a journey through the dynamic landscape of global marketing as Vibha illuminates the path forward with her wealth of knowledge and unparalleled expertise.

Collaborative Synergy: The Essence of Marketing Communication Success

BB: What specific skill do you believe stands out as the cornerstone for achieving success in marketing communications efforts, especially in today’s dynamic landscape where consumer preferences constantly evolve?

VT: Collaboration across various functions emerges as the linchpin for success. The synergy between Marketing Communication (MarCom) teams and other key departments like product development, business expansion, and sales is indispensable. Engaging with product marketers, engineers, and quality analysts fosters a deeper understanding of the product nuances and market differentiators. This collaborative approach ensures that the messaging crafted resonates authentically with the target audience. By incorporating insights from these integral players, MarCom professionals can shape narratives that transcend mere features and specifications, encapsulating the essence of the product and effectively communicating its value proposition to consumers. This collaborative synergy serves as the bedrock for building compelling marketing narratives that drive customer engagement and loyalty.

“In marketing, collaboration is key. It’s like a potluck – everyone brings something different, but it all makes a feast!”

Empowering Customers: The Heartbeat of Brand Storytelling

BB: How would you describe the pivotal role of customers in shaping and enriching the brand story, particularly in an era where consumers increasingly seek authentic connections with the brands they support?

VT: Customers play an instrumental role in shaping the brand narrative, acting as silent protagonists whose experiences and voices resonate deeply with the target audience. Creating an inclusive environment where customers feel heard and valued is paramount. Beyond merely soliciting feedback, brands must actively listen to customer pain points and incorporate them into the brand story. This approach fosters a sense of ownership and belonging among customers, transforming them into brand advocates who authentically champion the brand’s message. In today’s landscape, where genuine storytelling is prized, leveraging customer insights to craft narratives that resonate emotionally with the audience is essential for building lasting connections and fostering brand loyalty.

“Customers aren’t just the heroes of our story; they’re the directors, critics, and sometimes, even the scriptwriters!”

Authentic Storytelling: The Backbone of Content Marketing

BB: Could you elaborate on the significance of authentic storytelling and its role in driving successful content marketing strategies, especially in a digital age where consumers crave genuine connections with brands?

VT: Authentic storytelling lies at the heart of effective content marketing strategies, serving as a powerful tool for brands to connect with their audience on a deeper, more emotional level. By sharing real-life experiences, customer testimonials, and behind-the-scenes insights, brands can humanize their message and create meaningful engagement with their target demographic. Involving customers in the storytelling process not only deepens their connection to the brand but also fosters a sense of community and belonging. This collaborative approach not only enhances brand credibility but also generates user-generated content that further amplifies the brand’s message across digital channels. In today’s hyperconnected world, where consumers value authenticity above all else, brands that master the art of authentic storytelling are better positioned to forge lasting relationships with their audience and drive business success.

The Data-Driven Revolution in Marketing

BB: In what ways do you believe data analytics has transformed the landscape of marketing, particularly in terms of measuring the effectiveness of marketing strategies and informing future decision-making processes?

VT: Data analytics has ushered in a paradigm shift in marketing, empowering brands with unprecedented insights into consumer behaviour, market trends, and campaign performance. By leveraging data-driven insights, brands can make informed decisions, optimize their marketing strategies, and drive tangible business outcomes. From identifying target audiences and personalizing marketing messages to measuring campaign effectiveness and predicting future trends, data analytics serves as the cornerstone of modern marketing practices. At Himel, for instance, data analytics plays a pivotal role in shaping our tailored marketing experiences, enabling us to deliver highly targeted campaigns that resonate with our audience. By harnessing the power of data, brands can stay agile in today’s rapidly evolving marketplace, driving continuous innovation and sustainable growth.

“Data analytics makes marketers feel like modern-day fortune-tellers, predicting trends and decoding consumer behaviour one data point at a time!”

Community Insights: The Fuel for Adaptability

BB: How can brands harness insights gleaned from community engagement to enhance their content marketing strategies and remain agile in response to evolving consumer preferences and market dynamics?

VT: Community engagement serves as a valuable source of insights for brands, providing firsthand feedback and real-time data on consumer preferences and market trends. By actively listening to and engaging with their audience across various touchpoints, brands can glean valuable insights that inform their content marketing strategies and drive meaningful engagement. MarCom professionals play a crucial role in facilitating this process, acting as frontline observers who gather actionable insights from customer interactions. By fostering a culture of shared learning within the organization, MarCom teams can ensure that these insights flow seamlessly across departments, enriching product development and business strategies. This closed-loop approach enables brands to remain agile and responsive in the face of evolving consumer preferences, driving continuous innovation and delivering value to their audience.

Omnichannel Challenges: Consistency Amidst Diversity

BB: In delivering omnichannel service, what do you perceive as the most significant challenge for brands, particularly in ensuring a consistent and seamless experience for customers across diverse touchpoints and channels?

VT: The most significant challenge for brands in delivering omnichannel service lies in ensuring consistency amidst diversity. With consumers engaging with brands across a multitude of touchpoints and channels, maintaining a cohesive brand experience can be daunting. From online platforms to physical stores, each touchpoint presents unique opportunities and challenges for brands to deliver a seamless and personalised experience. Delighting customers at every stage of their journey, regardless of the channel they choose, requires careful orchestration and alignment across all facets of the business. By prioritising consistency and coherence in their omnichannel strategy, brands can build trust and loyalty with their audience, driving long-term success in an increasingly interconnected world.


With a rich journey of 19 years and a multifaceted background in IT & Services, Learning & Education, FMCG, Engineering, Energy Management, Electrical and Industrial Automation—Vibha is a visionary leader blending tech prowess and flair for storytelling to deliver impactful brand experiences resonating across diverse sectors.

In her current role—as the Overseas Marketing and Communications Leader at Himel and a group of electrical brands spanning over 65 countries—Vibha leads a team of marketers spread across continents overseeing marketing communications, brand management, digital offer management and marketing at all touch points. An avid marketer herself, Vibha has mentored a generation of marketers and considers extending autonomy and empathy key drivers in her leadership style.

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Himel is an award-winning global manufacturer and supplier of electric products for Low Voltage Power Distribution, Final Distribution, Power Management, Motor Control and Protection, Industrial Components, and Home Electric offers. With a footprint in 55+ countries—we are leaders in value-engineered electric products for residential, commercial, and industrial sectors. We value opportunities for all and provide the best combination of affordable and reliable offers to meet the demand for access to safe electricity.

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