Arvind Saxena
Chief Marketing Officer - NEC Corporation India

PURPOSE-DRIVEN INNOVATION
NEC India’s marketing framework is built as a multidimensional engine—globally aligned, locally rooted, and impact-focused. Anchored in its distinctive three-tier brand architecture—NEC as a Global Technology Leader, a Problem Solver, and a Person—this structure empowers the brand to craft communications that are clear, credible, and purpose-driven across audiences, from governments and enterprises to internal teams and end users, the citizens.
“What truly sets us apart is our 360-degree integration across marketing, corporate communications, internal engagement, and digital strategy, ensuring every message stems from a unified brand story that is both consistent and contextual,” says Arvind Saxena, Chief Marketing Officer, NEC Corporation India. “Rooted in strong local thought leadership, we play a pivotal role in driving global initiatives — not only fostering innovation and communication frameworks at home but also exporting them to influence and shape strategies worldwide. By aligning our storytelling with business strategy, stakeholder sentiment, and national development goals, NEC India’s marketing framework delivers more than visibility—it fosters trust, transformation, and long-term value creation.”

ELEVATING THE BRAND NARRATIVE
NEC’s India positioning is centered on “Empowering Lives, Building Tomorrow”—a promise that blends global innovation with deep local relevance.
“We amplify this message through a multi-platform omnichannel strategy—spanning mainstream media, digital channels, trade publications, influencer engagement, and new-age formats like podcasts and leadership video editorials. Flagship campaigns like #WeThinkEqual, NEC Makes It Happen, and Powering Billion Dreams bring this ethos to life—reaching audiences from policymakers to next-gen talent,” says Arvind. “Internally, we nurture employee advocacy to extend the vision with authenticity and credibility. Externally, a unified 360-degree framework ensures storytelling consistency across touchpoints, allowing us to build deeper engagement in a hyper-digital world.”
Besides, strategic communication is central to NEC’s identity as a technology provider. It embodies its commitment to being “present from sea to space—and everything in between”. This principle forms the foundation of NEC’s communication strategy and reinforces its position as a digital transformation leader with a presence in over 60 countries.
“Through media and analyst relations, as well as thought leadership, we use clear and compelling storytelling to highlight NEC’s role in building mission-critical infrastructure—whether it’s Integrated Command and Control Centres (ICCCs), AI-powered public safety, or Intelligent Traffic Management Systems (ITMS)—across the length and breadth of the nation. Internal storytelling—through success stories, innovation spotlights, and leadership perspectives—fosters a culture of shared purpose and transforms employees into active brand ambassadors,” explains Arvind. This integrated storytelling approach—from the ground up and the top down—positions NEC not just as a solution provider, but as a trusted social innovation partner for the world’s largest democracy.

FUTURE-FOCUSED INNOVATION
At NEC, innovation is both cultural and structural. In a landscape shaped by generative AI, automation, and intelligent infrastructure, NEC is investing in R&D that combines global expertise with local insight to develop solutions that are scalable, cost effective, human-centric, and impact-led.
“Our Global Smart City Suite, built from India, exemplifies this mindset. Solutions like NEC Mi-Command (ICCC), NEC Mi-City (citizen portal), NEC Mi-Eye (intelligent video analytics), and NEC Mi-WareSync (warehouse automation) reflect our commitment to building smarter, safer, and more connected cities—not just in India, but globally,” explains Arvind.
“Simultaneously, our contributions to national-scale programs—from Aadhaar to biometric boarding at airports to subsea cable networks—highlight our ability to innovate across the spectrum - from foundational infrastructure to frontier technology. Through our GCC/GDC unit at NEC India, we are steadfastly committed to the vision of “In India - For India, from India - for the globe.” We empower global digital transformation by delivering cutting-edge solutions that leverage India’s technological expertise within the global NEC ecosystem,” continues Arvind.
What’s equally important is the role of marketing. As a strategic partner across the product lifecycle, marketing informs GTM strategies, shapes user insights, and enables purpose-driven brand positioning. This intersection of innovation, insight, and storytelling is what makes NEC not just future-ready, but future-shaping.