From AI to ESG: Cummins India Communications Leader Abhilasha Shukla Shares Essentials of Creating Compelling Narratives
“The synergy of human creativity and AI-powered tools is unlocking new possibilities in brand storytelling". Today’s woman dreamer, Abhilasha Shukla, Communications Leader at Cummins India, is a passionate storyteller. Born in Kanpur and having grown up in Lucknow, her penchant for communication blossomed during her early years when she started submitting articles to The Times of India’s city edition. In this interview with Women Who Win, she reflects on her career journey, shares a day in her life as a communications leader, and notes the roles of AI and inclusivity in crafting your brand’s story . Enjoy!
1. Tell us your story. You are a visionary leader with a passion for communication and helping brands craft compelling narratives. Where did you grow up? And how did you find your passion for communications and storytelling?
I was born in Kanpur, a bustling city in the northern state of Uttar Pradesh, India, and I grew up in Lucknow, where I completed my school education and earned a Post-graduate diploma in Advertising and Public Relations. As a child, I was inquisitive, excelled academically, and enjoyed reading books like Nancy Drew and Enid Blyton. I also had a love for poetry and took part in elocution contests.
My passion for communication and storytelling blossomed during my early years when I started submitting articles to The Times of India’s city edition. Watching journalists on news channels fearlessly reporting from challenging locations around the world further fueled my ambition of becoming a journalist. Lucknow, the heartland of Hindi-speaking India, boasts a vibrant political scene. Accompanying my father to political rallies, I had the great fortune of hearing exceptional leaders and communicators like the former Prime Minister of India, the late Shri Atal Bihari Vajpayee ji, and the former External Affairs Minister of India, the late Shrimati Sushma Swaraj Ji, during my childhood. I was spellbound by the impact their speeches had on the masses, experiencing storytelling and the power of impactful communication at its best firsthand.
Destiny also blessed me with a life partner who shares my passion of communications. My husband is the Global Brand Manager of a leading automotive engineering company in India. Together, we are grateful parents to a wonderful 4-year-old son. Outside of work, I cherish life's simple pleasures, from savouring a delicious meal to losing myself in the rhythm of dance.
2. You are the Communications leader at Cummins India, focusing on strengthening the Cummins brand presence in India. What excites you more about your role? What does a day in your life look like?
Joining Cummins in May 2021, as the Communications Leader for the group was a pivotal moment in my career, building upon my prior experiences with esteemed organizations like Tata Chemicals and Accenture. At Cummins, I am entrusted with driving both corporate and marketing communications mandates to strengthen and elevate our brand presence. Over the past 2+ years, my journey here has been nothing short of exhilarating. Collaborating with a team of exceptional communicators, we have embarked on a mission to amplify our brand story through impactful communication campaigns.
Cummins has an illustrious legacy of over a century globally and 60+ years of significant presence in India. Upon joining Cummins, I was deeply impressed by the profound impact the organization has had on nurturing stakeholder relationships to retaining employees for over a decade. Yet, I observed humility in showcasing Cummins' rich legacy and contribution to India's growth story. This presented a unique opportunity for me – to narrate Cummins' inspiring journey to India and the world.
My objective was clear - these stories needed to be shared to inspire, engage, and showcase Cummins' contributions towards creating a more prosperous world. With the support of our leadership, we embarked on a transformative journey. From the "60 Years of Powering India" campaign to the launch of Cummins Powerpods podcast as a new communication channel, and creating a robust engagement platform on LinkedIn, my team and I have poured our hearts into multiple new age communication initiatives.
It's been a journey of hard work, dedication, burning the midnight oil, and solid teamwork, but the results have been immensely gratifying. The Cummins brand now shines brighter than ever before, and the transformation is palpable. Whether interacting with colleagues at our India Office Campus in Pune or on the shop floor in Phaltan, the feedback has been overwhelmingly positive. Looking ahead, I am excited to continue pushing the boundaries of brand communication, leveraging innovative strategies to amplify Cummins' impact and inspire positive change.
3. What are some innovations and trends happening in brand communications space you are particularly interested in for 2024?
The landscape of Brand Communications and Public Relations is undergoing rapid transformation, driven by unprecedented technological advancements. Throughout my career, I have observed how technological evolution has reshaped the realm of communications, fundamentally altering how people consume information, engage with content, and navigate their lives.
I am particularly excited to witness the continued evolution of our profession, especially in the following areas:
Role of Generative AI on Brand Communications and Marketing: Generative AI is revolutionizing how brands communicate with their audiences. It enables the creation of personalized, engaging content at scale, transforming the way brands interact with consumers.
ESG and the increased need to report on sustainability: Environmental, Social, and Governance (ESG) factors are increasingly taking centre stage, prompting brands to focus on sustainability, transparency, and ethical practices in their business and communication, reflecting a growing demand for accountability.
Inclusive and authentic communication narratives: Inclusivity and authenticity are emerging as guiding principles in brand communication. Brands are striving to reflect the diverse voices and experiences of their audiences, leading to more meaningful connections with consumers.
Integration of Human Ingenuity and Artificial intelligence: The synergy of human creativity and AI-powered tools is unlocking new possibilities in brand storytelling – empowering them to leverage AI to analyze data, gain insights, and create impactful narratives that create a meaningful connection with their audiences.
Measurement and Analytics: By leveraging data-driven insights, brands can create more targeted and impactful communication strategies, leading to greater engagement and brand loyalty.
Overall, these trends underscore the dynamic nature of our profession and highlight the importance of embracing innovation and staying ahead of the curve.
4. What was one of the bigger challenges you faced in your personal or professional career, and how did you overcome it? What is your one piece of advice for women looking to pursue communications roles?
Throughout my personal and professional journey, I encountered challenges that tested my resolve and determination. Societal expectations steered me towards safer and traditional professions, like Banking, Education or Academics. The prevailing mindset dictated that women prioritize marriage and family over career aspirations. None of my female cousins had earlier ventured outside the city for higher studies, with the majority opting for early marriages. To move beyond the city, I had to confront deeply ingrained societal norms and stereotypes. Even the decision to take a student loan at the young age of 21 was questioned, emphasizing the financial burden it would impose if I did not secure a job. With the support of my parents and self-belief I embarked on my journey and there has been no looking back since.
My advice to young women embarking on a career in communications is to follow your heart and stay true to your passion, even in the face of adversity. The journey may be arduous and fraught with moments of doubt and questioning, but the rewards are immeasurable. The joy of witnessing your campaigns come to life, orchestrating successful events, working on protecting the most important asset of an organization – its reputation and earning the trust and appreciation of colleagues and stakeholders transcend the challenges endured. When you choose a career in communications, you become the voice of an organization or an individual. Use this power for the greater good, to bring about transformative change, because words have immense power. Communication is the bedrock of any successful enterprise, and when you are entrusted with being someone's voice, it comes with great power and responsibility.
As a mother, integrating my family and career brings me profound fulfilment. It is indeed possible to pursue your dreams while nurturing a family, and I hope my journey serves as an inspiration for women to fearlessly pursue their passions, regardless of obstacles they may encounter along the way.
5. As we are the platform for women dreamers, what is your next big dream?
Recently, I had the incredible opportunity to fulfil my cherished childhood dream of performing in a dance concert for the first time. Stepping onto that stage was a moment of pure joy and fulfilment, as I shared my passion for dance with the world.
Looking ahead, I am driven by a determination to inspire young women. I want to show them that with dedication and perseverance, any dream is within reach. My dream is to create a community of empowered women who support and uplift each other, celebrating each other's successes and overcoming challenges together.