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Tag: HDFC Ergo

  • Insurance on the move with HDFC Ergo’s OOH ride

    Insurance on the move with HDFC Ergo’s OOH ride

    MUMBAI: HDFC Ergo has just made your commute a little more secure, at least in spirit. The general insurance giant, in partnership with Posterscope India, has rolled out a campaign that turns everyday travel hubs into larger-than-life reminders of trust and protection.

    The spotlight is on Mumbai’s Airport road metro station, chosen for its steady stream of office-goers and long dwell times. For the next three years, everything from bus queue shelters to station spaces will serve as living billboards for the brand, making HDFC Ergo a familiar companion on thousands of daily journeys.

    “Branding the Airport road metro station is not just about scale, it is about connection,” said Posterscope India CEO Imtiyaz Vilatra. “We see OOH not just as advertising, but as a way to naturally integrate brands into people’s lives.”

    With every wait at a shelter and every ride through the station, commuters will find HDFC Egro quietly weaving itself into the fabric of their routine, a brand that travels with them, rain or shine.
     

  • Adfactors PR appoints Shilpa Desai to drive digital and innovation in BFSI and capital markets

    Adfactors PR appoints Shilpa Desai to drive digital and innovation in BFSI and capital markets

    MUMBAI: Adfactors PR has named Shilpa Desai as senior vice-president – digital and innovation for its BFSI and capital markets practices, a move that signals the firm’s intent to hardwire digital transformation into its core financial services offering. Working with the founders and senior leadership, Desai will design and execute initiatives that expand digital capabilities, integrate analytics, and build innovation-led systems to deliver sharper impact for clients and future-proof the organisation.

    With over 20 years of experience, Desai is no stranger to India’s financial sector. She began her career at ICICI Bank before moving to Standard Chartered, where she built the digital marketing practice for India and South Asia. At IDFC Bank, she was part of the founding team, launching the bank in 2015 and later setting up its digital business and marketing analytics functions. She went on to lead brand and marketing at Fullerton India and, most recently, served as executive vice-president and head of marketing at HDFC Ergo.

    In parallel, Desai has also run her own consultancy, Digital by Design, advising institutions on digital-first marketing and transformation. An engineer with an MBA, she is currently pursuing a PhD in management at IIT Bombay, adding academic rigour to her industry experience.

    Her appointment comes as Adfactors PR doubles down on its BFSI and capital markets verticals, a cornerstone of its business. The firm said Desai’s remit will be to strengthen its ability to offer integrated, data-rich, innovation-driven communications solutions at a time when fintech disruption, digital adoption and AI-led marketing are rewriting the rules of engagement.

    Industry watchers say the hire reflects both client expectations and competitive pressure. As BFSI players accelerate digital adoption, PR firms are under pressure to match pace with insight-driven, technology-enabled campaigns that deliver measurable outcomes.

    Adfactors PR, already the largest PR consultancy in India, is betting that Desai’s blend of operational depth, digital vision and sectoral expertise will give it an edge in a market where communications is increasingly inseparable from data and technology.

  • HDFC Ergo twins up with Consumr.ai to insure AI-driven customer journeys

    HDFC Ergo twins up with Consumr.ai to insure AI-driven customer journeys

    MUMBAI: Insurance just found its digital double. HDFC Ergo has roped in Consumr.ai, India’s next-gen customer intelligence platform, to pilot a proof-of-concept (POC) that could transform how policyholders experience insurance from the first ad to the final claim. The partnership was sealed after Consumr.ai emerged as one of four winners of Techpreneur Season 2, an innovation programme that drew over 140 AI and tech companies worldwide. Winners were picked through a rigorous evaluation by leaders from BCG, Google, HDFC Ergo and Ergo International.

    At the centre of the POC lies Consumr.ai’s proprietary AI Twins technology virtual doppelgängers of consumer cohorts built on real behavioural data. These AI-powered twins simulate how different audiences respond to creative campaigns, products, and messages, enabling “always-on” customer-informed decision-making. In other words, it helps HDFC Ergo keep the customer firmly in the driver’s seat of every marketing, product, and creative choice.

    The POC will tap into deterministic behavioural data from hundreds of millions of global users via integrations with Meta, Google, DV360, Linkedin, Snap, and Amazon. HDFC Ergo’s own first-party data can also be securely onboarded, anonymised at cohort level, and modelled into AI Twins, all while maintaining full GDPR and CCPA compliance and without ingesting personally identifiable information.

    Consumr.ai co-founder Vivek Bhargava said: “Our AI Twins technology transforms real behavioural data into actionable intelligence that enables real-time personalisation at scale. This aligns perfectly with HDFC Ergo’s vision of a digitally agile, customer-first future.”

    On successful completion, the POC could be scaled across HDFC Ergo’s business lines, distribution channels, and even new frontiers such as influencer marketing, regional positioning, and voice-of-customer programmes. The model could also be replicated for Ergo International’s global markets, turning the Indian POC into a global insurance playbook.

    Consumr.ai already has a strong BFSI track record, having deployed AI Twins for Rustomjee, Aditya Birla Insurance, and even a Fortune 100 US insurer. With HDFC ERGO in the mix, the three-year-old platform has doubled down on its mission to be the innovation engine powering the insurance industry’s leap into the future.

  • Marketing maven climbs the Kotak ladder with promotional panache

    Marketing maven climbs the Kotak ladder with promotional panache

    MUMBAI: Kanchi Parekh has ascended to vice president marketing at Kotak Mahindra Bank, capping a three-year climb through the private banking heavyweight’s ranks. The April 2025 promotion marks another conquest in her decade-plus march through India’s most competitive financial services sector.

    Parekh’s CV reads like a masterclass in brand warfare. Her journey began at Peacock Media (2008-2010), cutting teeth on client management and retail campaigns. A stint at The Indian Express honed her event orchestration skills before the real breakthrough at DHFL, where she managed portfolios worth Rs 89-107 crores whilst delivering a jaw-dropping 458 per cent lift in enquiries and 1,377 per cent increase through direct CRM.

    At ItzCash Card, India’s pioneering prepaid card entity, she commanded Rs 6 crores across 65,000 franchisees. Her insurance sector mastery crystallised at Future Generali and HDFC ERGO, where she crafted “always-on” marketing strategies spanning retail, bancassurance, and digital channels. SBI General Insurance elevated her to team lead, polishing her multi-channel expertise.

    Kotak clearly spotted a thoroughbred when it hired Parekh as deputy vice president in February 2022. Her swift promotion suggests the investment paid handsome dividends. In an era of soaring customer acquisition costs, having a marketing strategist who navigates B2C and B2B2C channels with equal aplomb is worth its weight in rupees.

    Her skill set resembles a marketing Swiss Army knife: campaign management, digital strategy, public relations, employer branding, and analytics—all backed by proven agency management abilities. As India’s financial services sector digitises rapidly, Kotak appears to have secured a marketing general capable of commanding campaigns across every conceivable channel.

    For Parekh, vice president represents not just career progression, but validation of a strategy that’s seen her master every major financial vertical whilst building Mumbai’s most versatile marketing reputation.

  • Hdfc Ergo elevates Parthanil Ghosh to executive director as growth gears up

    Hdfc Ergo elevates Parthanil Ghosh to executive director as growth gears up

    MUMBAI: Hdfc Ergo General Insurance has elevated Parthanil Ghosh to executive director as the company prepares for its next phase of growth and transformation. The appointment remains subject to approval by the Insurance Regulatory and Development Authority of India (IRDAI) and other necessary regulatory clearances.

    The board of directors cleared Ghosh’s elevation as part of its strategic leadership strengthening, marking another milestone in his 15-year journey with the company. Ghosh, who joined Hdfc Ergo in 2010, brings more than three decades of cross-industry experience. His track record includes pivotal roles in sales, business risk management, underwriting, claims, and marketing.

    “Ghosh is a seasoned industry leader with over 30 years of experience across different industries and joined Hdfc Ergo in 2010. His deep understanding of the insurance landscape, along with his exceptional leadership has played a vital role in shaping Hdfc Ergo’s growth trajectory and has managed various functions including sales, business risk management, underwriting, claims & marketing”, the company stated.

    Ghosh’s appointment is expected to bolster Hdfc Ergo’s executive leadership bench at a time when the insurer is sharpening its focus on innovation, customer-centricity, and digital transformation to remain ahead in a competitive market.

    As the company intensifies its efforts to lead the next wave of insurance disruption, Ghosh’s elevation signals a commitment to continuity and institutional expertise while aligning with the broader strategic vision.

  • Trip Cancellation Coverage in Travel Insurance and How to Claim It

    Trip Cancellation Coverage in Travel Insurance and How to Claim It

    Traveling is one of the most exciting and rewarding experiences in your life. It allows you to explore different cultures, traditions, places, history, and even discover more about yourself. The joys of travelling can open new dimensions of peace, while disruptions in these plans can create a perpetual sense of dissatisfaction.

    Trip cancellations are essentially unforeseen events that prevent you from following through on your plans. They can arise due to a number of reasons including medical emergencies, natural disasters or personal crisis. When these unplanned and unwanted situations arise, trip cancellation coverage helps you deal with the financial setbacks. It doesn’t matter if you’re traveling solo with individual travel insurance or with a group with group travel insurance, trip cancellation coverage will help you recover non-refundable expenses.

    What is travel insurance and what does it cover?

    Domestic or international travel insurance is a financial contract in which you, as the policy holder, acquire financial safety while the insurer guarantees to provide support during unforeseen events. In India, the travel insurance policies are regulated by the Insurance Regulatory and Development Authority of India, commonly known as IRDA. Under this governing presence, insurers ensure standardised coverage for domestic andinternational travel insurance plans designed for individual and groups alike.

    The majority of comprehensive travel insurance policies in India offer the following benefits under the coverage:

    Medical emergencies cover hospitalisation charges as well as medical treatments and emergency evacuation if you fall ill or suffer injuries during your trip.

    Trip Cancellation and Trip Disruption reimburse you for prepaid and non-refundable expenses when your journey is delayed or cancelled due to extenuating circumstances.

    Many renowned Indian travel insurance providers such as HDFC ERGO, ICICI Lombard, Bajaj Allianz, Tata AIG and others offer customised policies that cater to both individual and group travellers. You can avail of individual travel insurance plans if you’re travelling solo, or opt for group travel insurance when you travel with your colleagues, friends, family, and other people.

    What is trip cancellation coverage?

    The majority of coverage under domestic and international travel insurance plans deals with emergencies that you can neither foresee nor address without planning. Among them, trip cancellation coverage is a very specific component of travel insurance that reimburses you for prepaid, non-refundable expenses.

    The following reasons are generally accepted as viable causes for trip cancellations coverage:

    Medical emergencies

    If you suddenly fall ill, incur injuries or need hospitalisation, you may cancel your trip. The insurer will help you by providing the necessary compensation for non-refundable charges such as hotel booking, flights, etc.

    Death of a family member

    If an immediate relative passes away before the trip or during, you may delay or cancel your trip for which the insurer will provide the necessary compensation.

    Natural disasters

    Unforeseeable and uncontrollable calamities such as floods, earthquakes, cyclones may affect your travel destination, thus disallowing you from continuing on your journey. In such cases, domestic or international travel insurance can provide reimbursement.

    Terrorism and civil unrest

    Certain issues may arise due to governmental disconcerns that affect certain regions. Such disturbances would prevent you from continuing on your journey, in which case your travel insurance plan will reimburse you the non-refundable amounts.

    It is important to keep in mind that whether you choose individual travel insurance or group travel insurance, if the reasons for cancellation are not included in the contract, the insurer is not bound to pay. This could happen due to personal reasons, visa rejections, and unnecessary or spontaneous changes in travel plans that are not impacted by the terms and conditions of the contract.

    How to file a claim for trip cancellation coverage in India?

    Upon purchasing a group or individual travel insurance plan for domestic or international trips, you can rest assured that the insurer has your back when you suffer unprecedented setbacks. In such cases, you will need to file a claim against your domestic or international travel insurance for the trip cancellation coverage. Here are the steps that you need to follow:

    Check the terms of your policy carefully and understand the terms and conditions related to trip cancellation. It will help you realise whether or not you are filing a legitimate claim, after which you can proceed with the next steps.

    As soon as you suspect cancellation of your trip or extenuating circumstances that could result in cancellation, you must immediately inform your insurance provider. The majority of Indian insurers such as HDFC, Ergo, Bajaj Alliance and others offer 24/7 helplines and online portals where you can report the incident and file your claim.

    You will need to gather a few necessary documents when submitting a claim form for trip cancellation, which are as follows:

    Proof of trip cancellation via official communication from airlines, hotels and other operators involved in the tour.

    Medical reports pertaining to the necessity to delay or cancel your trip, such as doctor’s certificate, hospital discharge summary, medical bills, etc.

    Death certificate of the immediate relative who passed away, thus resulting in the trip cancellation.

    Travel and payment receipts, such as copies of flight bookings, hotel reservations and other prepaid expenses for which you need reimbursement.

    First incident report or FIR filed for theft, civil unrest or legal issues that led to trip cancellations.

    Once you have all the documents handy, you must fill out the claim form online on the insurer’s portal or app. You must ensure absolute accuracy when filling out the form, especially about personal details, trip details, cancellation reasons, supporting documents and your domestic or international travel insurance ID.

    You must submit the travel insurance trip cancellation coverage claim within the specified deadline. In India, this period is typically between 30 to 60 days of the trip cancellation. If you delay in filing the claim, it may be rejected.

    After submitting the claim form with the necessary documents, you can keep track of its status by contacting the insurer’s customer support system. Typically, Indian insurers process claims within 2-4 weeks, depending on the complexity of the claim and the verification process.

    Trip cancellation coverage can be immensely helpful, especially when you’re traveling internationally. Given the difference in currency, any delays and cancellation of your journey could result in massive unforeseen payments. This would be a cumbersome endeavour, but international travel insurance can bail you out of such situations.

    Conclusion

    Trip cancellation coverage in travel insurance is designed to provide financial relief when you are in an unknown land facing unforeseen disruptions. Understanding what is covered, the terms and conditions of the plan and following the correct claim process can help ensure a hassle-free experience.

    It is important that you read the terms and conditions of the policy document carefully when purchasing group or individual travel insurance policies. It will enlighten you about the limitations and inclusions of your plan, thus allowing you to file legitimate claims. It is also crucial that you purchase your domestic or international travel insurance policy from an IRDAI-approved provider to guarantee necessary support in your time of need.

    Disclaimer: The above information is for illustrative purposes only. For more details, please refer to the policy wordings and prospectus before concluding the sales. 

  • Weekend Unwind with: Hotstuff Medialabs chief creative officer Terence D’souza

    Weekend Unwind with: Hotstuff Medialabs chief creative officer Terence D’souza

    Mumbai: With another weekend upon us, IndianTelevision.com rolls over to the next edition of fun snippets that peek into the mind of a corporate executive. This week, sharing his musings with us we have the chief creative officer of Hotstuff Medialabs, Terence D’souza.

    An advertising professional, creative director, filmmaker, writer, musician, and brand strategist- all rolled into one, Terence pursued a career in finance before realising his true calling was in advertising. He then switched over from Auditing to Copywriting in 2012, by joining Hotstuff. Here, he channelled his finance acumen into transforming communication for most BFSI brands, and was instrumental in introducing off-beat jingles and genres of communicating financial information through his campaigns. He specialised in investor education drives, working very closely with the mutual fund industry and more than 50+ brands, including ICICI Prudential MF, Edelweiss MF, Kotak Life Insurance, SBI Life Insurance, Axis, SUD Life, HDFC Ergo, HDFC Life, IIFL Group and UTI Mutual Fund to name a few.

    So here goes…

    – Your mantra for life
    Choose happiness. Everything else will follow.

    -A book you are currently reading / plan to read
    The Silmarillion by JRR Tolkien. (Hope to finish it before the Rings of Power starts streaming on Prime).

    -Your fitness mantra, especially during the pandemic
    I choose sports over the gym, and play Badminton- Properly, I mean, with the right technique on courts. It helps me be more agile.

    -Your comfort food
    Dal, rice, and rava fried fish- especially when it rains.

    -When the chips are down a quote/ philosophy that keeps you going
    The poem Invictus by William Henley, especially the last verse which goes, “It matters not how strait the gate, how charged with punishments the scroll, I am the Master of my fate, I am the Captain of my Soul.”

    -Your guilty pleasure
    Loud and ultra-macho action movies from the 80s.

    -When was the last time you tried something new?
    Tried mint flavoured coffee for the first time a week ago. Felt like I was brushing my teeth with coffee.

    -A life lesson you learnt the hard way
    If you don’t protect your work as you would your own children, someone else will raise them.

    -What gets you excited about life?
    The fact that an entire generation of kids is being introduced to 80s music and pop-culture once more, gives me hope.

    -What’s on top of your bucket list?
    Winning an Oscar for Best Director.

    -If you could give one piece of advice to your younger self, what would it be?
    Travel more, by yourself. You will discover a side of you that is beautiful.

    -One thing you would most like to change about the world
    Only educated citizens with a proper psych evaluation and certified cognitive skills should be given a license to vote in every election.

    -An activity that keeps you motivated / charged during tough times
    Talking to the ones closest to me, and realising that no matter how bad it gets, I am still the hero of their story and they believe I can win.

    -What lifts your spirits when life gets you down?
    I get by with a little help from my friends.

    -Your go-to stress buster
    Sunday jam sessions with my band Kehkasha. It’s my anesthesia. 

  • IPL brings growth in traffic and advertisers for ESPNcricinfo

    IPL brings growth in traffic and advertisers for ESPNcricinfo

    Mumbai: The second phase of IPL 14 is witnessing a strong surge in consumption on the ESPNcricinfo app with a 30 per cent jump in time spent and 25 per cent growth in unique users on the back of the India-England test series. With over 95 per cent active users, the platform has cricket fans checking out new features like pinning and sharing of live scores, dark mode, and runs forecaster. 

    To further engage the audience the platform had launched its latest product ‘Askcricinfo’ – an AI-powered tool for all cricket stats.  

    “ESPNcricinfo has once again proven its dominance as a leader in well-rounded cricket coverage and in nurturing a strong community for cricket fandom and multiple opportunities for advertising and content partnerships,” said ESPN head of sales for South Asia Akshaya Kolhe. “We have an excellent line-up of traditional and new age brands onboard such as Maruti Suzuki, Intel, HDFC Ergo General Insurance, TVS Tyres, ITC Bingo, Coinswitch Kuber, HDFC Life, ForexTime, GoMechanic, Swiggy, Playerzpot, Upstox, and FreshToHome. We are thankful to our partners for their continued trust in the platform which is a testimony to the strength of our multiple brand partnership opportunities.”

    A mix of live shows, chat rooms, stats-based daily coverage and insights, fun and comedy, and off-field stories in English and Hindi serves fans with the unique perspectives of the game from experts in an interactive format. Most popular among them is the pre, mid, and post-match show “ESPNcricinfo T20 Time:Out,” which has experts such as Carlos Brathwaite, Daniel Vettori, Gautam Gambhir, Dale Steyn, Ian Bishop, Aakash Chopra, and Deep Dasgupta providing a holistic analysis of every match.

    The daily live is being simulcast on the ESPNcricinfo YouTube and Facebook channels to enhance reach and make it available to fans anytime, anywhere, said the platform.

    “Indian customers love two things – cricket and value for their money! As the presenting sponsors on ESPNcricinfo T20 Timeout, we are thrilled to engage cricket fans across the country, throughout the day as they consume match-related content and stories,” stated Maruti Suzuki senior executive director of sales and marketing Shashank Srivastava. “We have the daily post-match segment – Kam Se Kaam Banega Player of the Day centred on the key facet of our current campaign – optimisation or efficiency. These content propositions are a great way to reach out to our customers as they seamlessly integrate our brand communication and help us drive brand love.”

    “We believe it is important for fans to be cautious and aware of what they are purchasing when it comes to a health insurance plan and our partnership will witness fan-favourites come together and educate viewers on the nuances of our Optima Secure Health Insurance,” commented HDFC Ergo General Insurance president of accident and health business Ravi Vishwanath. “IPL is a great communication platform for brands and ESPNCricinfo being the hub of all things cricket provides the opportunity to build awareness through intriguing post-match segments like “Sabse Bada Performer.”

    In addition to the flagship show ESPNcricinfo is also hosting a range of in-depth programmes such as “Newsroom” and debate-led shows like “Runorder” and “Mute Me.”

  • On Insurance Awareness Day, a call to action to keep financial stress at bay

    Mumbai: The world has been through some of the most unprecedented times over the last one year. Most of us have encountered life-altering disruptions in our day-to-day lives and many have had to suffer loss of jobs, income and even loved ones. In such unpredictable times if there’s anything that can guarantee some form of assured security, then policy insurance will definitely be one of them.

    And what better day than the Insurance Awareness Day (28 June) to remind us about the critical role of insurance in protecting oneself and our families from the uncertainties of life. The pandemic has only heightened the need for long-term financial planning.

    On this day, some of India’s leading life insurers endeavour to create greater awareness about policy insurance amongst consumers with a slew of campaigns and creatives that prompt one to take the time out to reflect on our priorities and get a policy on our life, home and/ or vehicle to secure one’s and one’s family from the tough times the may future hold.

    IndiaFirst Life Insurance

    Insurance brand IndiaFirst released a short video that talks about how it is a good practice to ask questions- the more questions one asks, the more knowledge one gains. Recited by writer, poet, and, storyteller Ishpreet Balbir, the video encourages consumer to clear their doubts regarding the insurance policy and get all their questions answered before buying the insurance.  

    ‘Life insurance ke baare mein questions puchte rehna aur bhi achi baat hai. Aapke sawalo ka humse answer milna, yeh toh certain hai.’ , it says.

    HDFC ERGO

    General Insurance is a safety net we all need in our lives to enjoy the big and small moments by being at peace & worry-free! This is the message HDFC ERGO aims to send out on this  #InsuranceAwarenessDay, via this short video.

    SBI Life Insurance

    It is imperative that we do not delay our decision to secure our loved ones from an ‘unsure’ future, exhorts SBI Life’s creative. With Life Insurance by your side, give your loved ones the surety of a secured financial future.  – ‘Insure’ to undo ‘unsure’ future.

    HDFC Life

    On the occasion of Insurance Awareness Day, HDFC Life organized a digital chat show called ‘Life Sessions’ as part of their efforts towards increasing awareness by discussing the importance of financial planning for the future and working on a holistic well-being in the new normal.  

    The session, moderated by award-winning actor Tisca Chopra, featured Group medical director of the Apollo Hospitals Group Dr. Anupam Sibal, actor, model & author Lisa Ray and HDFC Life executive director Suresh Badami. The latter spoke about how imperative it is to not delay our decision to secure our loved ones, while creating awareness about the dual benefits of protection and long-term savings offered by life insurance.   

    The speakers also shared their own experiences from the pandemic, to emphasise the need for physical, financial and social security from life’s vagaries and to encourage users to take a personal resolution to secure their future.

    Bajaj Allianz General

    Being ‘Insurance aware’ starts with you, urges the brand. Insurance provides you protection in the long run, hence plan your tomorrow by starting your preparation today it advises through this short creative.

    ICICI Lombard GIC

    The insurance brand promises to provide services that entail complete protection from uncertainties anytime and anywhere with this creative to mark National Insurance Awareness Day 2021.

    So, be secured, be insured!

  • Adaptability & speed key factors to get through tough times: SBI General’s Shefali Khalsa

    Adaptability & speed key factors to get through tough times: SBI General’s Shefali Khalsa

    MUMBAI: That India’s banking and finance sector has witnessed explosive growth and expansion ever since the era of economic reforms was launched nearly three decades ago is not news. That this growth also fuelled new windows of employment opportunity for women in the BFSI sector is however not so well known. Stats show that roughly half of the annual intake of trainee bankers in institutions like SBI comprise women, with more and more women rising to top positions in the banking industry shattering the infamous glass ceiling. The Banking and financial services industry is clearly stealing the march from its contemporary sectors, not only when it comes to aggressive hiring of women employees but also for nurturing and mentoring talented women – another factor crucial for an individual’s progress.

    In the run up to International Women’s Day on 8 March 2021, we caught up with SBI General Insurance’s head – brand and marketing Shefali Khalsa for a freewheeling discussion on the challenges and opportunities in the BFSI industry for women, and how the women workforce is changing the face of the industry. Having spent close to 14 years in the industry, of which nine years were with HDFC Ergo before taking on the mantle for brand, corporate communication and online sales at SBI General, she would know. While India ranks a dismal 112th on the gender parity index, Shefali Khalsa shares her views on whether the banking and finance sector has evolved on gender and pay parity for its women workforce. She also shines a light on how SBI General tackled the trials and tribulations that the pandemic wrought on the industry. 

    Edited excerpts:

    On challenges and opportunities in the BFSI industry for women today.

    I believe the BFSI industry is a wonderful service oriented industry, with equal, merit-based and immense opportunities for women. Of my total 17 years of work, I have spent 12 in the BFSI industry- of this, nine years were in my last organisation at HDFC Ergo. In these nine years I have come across several women in leadership roles, both in the boardrooms as well as in management positions. I myself got the opportunity to head the department, after joining as a team member.

    On gender discrimination and pay parity for women in leadership roles.

    Personally, I have not seen or experienced any sort of discriminatory attitude or bias against women leaders. In fact in banking especially, in recent times we have had so many women as CEOs in leading banks, driving the business and spearheading its brand. I would go so far as to say that the women workforce is changing the face of the BFSI industry. Talking about SBI General, we have about 18 per cent of women representation in the leadership role. If we compare that with the worldwide women workforce stats, the average comes out to be 27 per cent while in Asia it's 13 percent.  

    When it comes to pay parity issues, I am aware that India ranks 112th on the global gender parity index – that would be based on data across different industries. However, as far as BFSI is concerned, in my ten-years-plus experience I have yet to come across any disparity in pay, solely because of gender. Yes, it differs from role to role, but definitely not based on gender.

    On how SBI General dealt with the pandemic.

    The first quarter of the last financial year was such that everyone was caught unawares – nobody was prepared for such a situation. Insurance being a service industry and more so, we being in health insurance largely, it was all the more imperative for us to keep our customers informed and give them the confidence that we are there for them.

    The predominant platform for customer outreach was social media. Our core messaging was ‘we are with you in these difficult times’. A parallel campaign was about SBI General remaining uninterrupted titled ‘Being you, Uninterrupted’ – which literally translated into the company is uninterrupted in our day-to-day functioning. Offices may be shut but that did not mean the work has ceased. All of it shifted overnight onto digital platforms. In fact, the lockdown phase turned out to be quite productive for us work wise, with employees across all regions being well-connected, synergised – you didn’t feel the distance.

    On customer outreach and marketing perspective in 2020.

    We were getting lots of queries from customers, especially to check whether Covid2019 will be covered under the health insurance or not. So to align the expectations with the service offered, we doubled our communications on all spheres– the customer communication, employee communication, channel partner communication et al.  

    We were also working at double speed from the marketing perspective, exploiting all possible digital platforms. All the campaigns were re-aligned to digital domains. We did quite a lot of ideation into campaigns, a lot of home-made videos were also floated, especially using our employees. Which becomes a win-win for both the employee- who gets recognition and feels motivated- and for the brand, as well. For, it increases the virality of the campaign, as the video would be further shared on at least five to six of the staff’s private networks/ groups. So those kinds of ideations, usage of influencers had increased a lot, and that should continue into the coming financial year too.

    On SBI General’s marketing strategy for 2021.

    Largely our campaign would be on social media and other digital platforms driving digital business like Google Ad Words and so on- that will remain the core focus. But looking ahead with businesses slowly opening up, in 2021’s third and fourth quarters we might turn to traditional media as well. Q1 is usually a lull period with businesses closing the financial year and strategising for the coming year. So while on the digital front campaign planning and execution continues, the ad spend we are looking at, for the upcoming year across all media will definitely be higher than the year gone by. 

    On #ChooseToChallenge lessons learned. 

    I would say adaptability and speed are crucial lessons I have picked up along the way. Every woman has to #ChooseToChallenge the status quo, whether working out of home or not. Every day is a challenge. On the work front, of course we face many unprecedented situations where one has to think on our feet and deliver. This is especially true on the marketing front to manage the timelines of channel expectations. So I choose to challenge myself by being adaptive and quick to respond to challenges. Which was the clear cut motto even during this pandemic lockdown from the marketing perspective, when so many brands had to curb their regular spend on traditional media and had to adapt to the digital medium. This could only be accomplished if one acted with speed and was adaptive to changes around us.