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Tag: marketing

  • ALTBalaji CMO Manav Sethi steps down

    ALTBalaji CMO Manav Sethi steps down

    MUMBAI: Manav Sethi, one of the prominent faces in Indian OTT industry, has stepped down from his position of chief marketing officer at ALTBalaji. Confirming the development to Indiantelevision.com, Sethi said he would be signing up with a new assignment very soon.

    The founding CMO of ALTBalaji joined the company in January 2017. He created and implemented brand strategies to build awareness and loyalty of the platform.

    His experience spans over fifteen years in managing & scaling up teams across product, engineering, technology and marketing both at national and international levels. Prior to his position in ALTBalaji, he worked with ASKME.com. He also worked with Getit Infoservices and Reliance Big Entertainment.

    Balaji Telefilm’s digital venture showed impressive result by acquiring 2.1 million new paid users in Q1 of FY19 excluding Reliance Jio platform users. The revenue also picked pace reaching Rs 5.8 crore in the quarter.

  • Marquees 2018 sees Hotstar, Jio among winners

    Marquees 2018 sees Hotstar, Jio among winners

    MUMBAI: The Advertising Club yesterday announced the winners of Marquees 2018 at an award ceremony in Mumbai. The second edition of Marquees brought together thought leaders and industry stalwarts of the marketing world to announce the names of brands that either created a space for themselves in a cluttered market or managed to positively shift the perception that led to behavioural changes. Marquees celebrates excellence in marketing and this edition was presented by Zee and powered by Colors and Republic TV in partnership with One India.

    The winners of the Sector Awards at Marquees 2018 were:

    Auto:4-Wheeler                       

    Maruti Suzuki

    Auto: 2-Wheeler

    Honda Motorcycles and Scooters

    Telecom Service Provider

    Reliance Jio

    Durables

    LG

    Life Insurance 

    HDFC Life

    Banking 

    State Bank of India

    E-commerce

    Paytm mall

    Handsets 

    Xiaomi

    FMCG: Foods

    Parle

    FMCG: Beverages

    Brooke Bond

    FMCG: Household Care

    Surf Excel

    FMCG: Personal Care

    Colgate

     

    The entries at this year’s Marquees were judged by a high power jury headed by HUL chairman and MD and EVP Unilever South Asia Sanjiv Mehta and WPP India country manager CVL Srinivas; RPG Enterprises chairman Harsh Goenka; Taproot Dentsu founder and CCO Agnello Dias; TPG Capital senior advisor Naveen Chopra and Viacom18 COO Raj Nayak.

    BARC India chairman and CEO Partho Dasgupta said, “At the outset, I would like to congratulate the winners of Marquees 2018. The awards are a recognition of your efforts and contribution to the world of marketing. I hope these awards are a stepping stone for creating transparent and credible marketing initiatives that will reinforce the brand values of your company and connect deeper with your stakeholders.”

    Taking the conventional route is usually the easiest and safest route for brands. However, some brands opted for the road less travelled and succeeded against the odds. Marquees 2018 paid a special tribute to the marketing efforts of these brands who turned the tide in the face of an adversity through the special awards category.

    The five winners of the special category were:

    Breathing New Life into a Category

    AMFI

    Creating a Global Impact

    IPL

    Reimagining for the Better

    Carvaan by Saregama

    Carving out a Niche

    Nykaa.com

    Digital Media Property

    Hotstar

    The awards evaluated brand performance objectively, with data from Kantar IMRB thus making the winners a truly “Marquee” property. The award recognised the brand custodians and all aspects of marketing – price, product, presence and promotion that resulted in a game-changer moment for the brand.

    Madison Communications group CEO, media and OOH Vikram Sakhuja and The Advertising Club president said, “I would like to congratulate each Marquee winner and thank them for setting standards that inspire us.”

  • S Yesudas launches Y&A Transformation

    S Yesudas launches Y&A Transformation

    MUMBAI: S Yesudas, former MD and co-founder of Triggerbridge and MD Vizeum (Dentsu Aegis) has launched his new venture, a business transformation company, Y&A Transformation.

    Y&A is a pureplay business transformation company and works with the vision of helping enterprises erase the legacy #BestPractices mindset to build the #NextPractices in the areas of digital, tech, data, content, customer centricity, marketing ROI, organisation culture and CSR/sustainability.

    Talking about the road ahead, Yesudas said, “We are very fortunate to have the support of clients who believe in our philosophy, from day one. As a result, the operation kickstarted with some revenue; unheard of, otherwise. We are building very agile, collaborative, innovative and adaptive framework, tools and processes, which are detailed on our website www.ynatransformation.comWe will help forward-looking clients with all the necessary support to get the very best out of the ever dynamic digital ecosystem where speed is the necessity. We don’t believe data in its current avatar allows clients to take bold and beautiful decisions on customer centricity. And we believe, most attributions being tracked to paid efforts are contrary to the reality of the testimonial economy.  We find it funny when “targeted” and “exposure” are used in the same breath. We are here to make a big difference to clients and compel the agencies to re-think.”

    S Yesudas has spent over two decades in the media business, where he helped launch agencies, for Lintas, Dentsu Aegis; scaled up existing ones, for TrikayaGrey,  RK Swamy BBDO and Initiative Media, both in India and overseas markets. He added immense value to his clients, built front-running managers, two youngsters from his team even represented India at the Cannes way back in 2008 and he also received many industry recognitions. He has been a jury member for various industry awards including the Festival of Media and Spikes Asia.

    Yesudas is an avid cyclist and a marathon runner.

  • Eros Now partners InMobi to monetise ads

    Eros Now partners InMobi to monetise ads

    MUMBAI: India’s over the top (OTT) platform Eros Now, part of Eros International, has tied up with InMobi to enable advertisers to directly monetise on Eros Now’s video platform, which boasts an audience of over a 100 million registered users. This exclusive partnership will give brands and advertisers in India a unique opportunity to experience an end-to-end playbook that spans innovative video and ad formats, dynamic in-content placement of high-quality movies, and music videos and originals across devices.

    In addition, Eros Now will also adopt InMobi’s disruptive mobile-first advertising platform to market content through the in-app video universe across India.  

    Commenting on this association, Eros Digital CEO Rishika Lulla Singh said, “With the advertising landscape transforming into immersive engagement, brands can now leverage deep story-telling to collaborate with the audience. The digital penetration is seeing an incremental growth across cities in India and the consumer is increasingly spending much more time on their mobile devices than they did a few years ago, making it one of the most sought-after platforms for advertising. We are happy to join hands with one of the leading advertising platforms in India and aim to continue providing a seamless experience to all our subscribers.”

    InMobi founder and CEO Naveen Tewari said, “Our association with Eros Now marks an industry first partnership in the OTT space which is the next big thing after the app economy. It will be a trendsetter in many ways. Our distinction lies in our core business which centres around the primary screen – mobile; making this an organic progression for us, and that’s where our decade-long expertise also comes at play. Our full-stack mobile OTT solutions hinged on in-app and our video-first platform will not only allow for deep brand integrations but will improve the overall efficacy of content monetisation, driven through Eros Now’s original video content.”

    Eros Now hopes to open up avenues for both traditional and non-traditional brands to engage with their target audience. Mobile in-app advertising is a highly personalised segment, and by using InMobi’s technology and innovation, Eros Now will give advertisers access to creative optimisation, re-targeting and data-driven decision-making capability to run ads and to be the market leader.

  • Eros Digital’s Rishika Lulla Singh bags women leadership award

    Eros Digital’s Rishika Lulla Singh bags women leadership award

    MUMBAI: Eros Digital CEO Rishika Lulla Singh has bagged an award for her proven leadership in the industry. Under her guidance, Eros International’s digital venture has touched new milestones as wells as contributing close to 25 per cent of Eros’ overall revenues.

    The leader, who has been instrumental in spearheading the growth and development of Eros Now, has won the award for ‘Women Leadership in Industry’ at the recently concluded ‘Times National Awards for Marketing Excellence’.

    “I am honored to receive this award and strive to influence other young talent in the industry. Having said that, the growth of Eros Digital is a combined effort and not achieved by one person. Eros as a company has always allowed me and my team the flexibility to work in an open environment and it is their fortitude and passion which allows such possibilities to turn into reality,” she said.

    Other than this prestigious award, Eros Now also won an award for the movie Munna Michael in the digital advertising award category. The movie won the award for Best Social Media Marketing Campaign.

  • Zenith’s Tom Goodwin dismisses concept of a digital world

    Zenith’s Tom Goodwin dismisses concept of a digital world

    MUMBAI: The last few years have seen a major shift in consumer behaviour and the way brands interact with them through various mediums. So, the industry is evolving and changing? Well, if Zenith Media EVP and Head of Innovation Tom Goodwin is to be believed, nothing is changing.

    “All we hear now is how the world is changing and the [advertising and marketing] industry is evolving, which is not true. Nothing is changing. Our businesses will not be hampered with drones overnight. It’s easier for people living in big cities to say that the world is changing, which is not the reality,” Goodwin said.

    Speaking at Zee Melt 2018 marcom event here yesterday, Goodwin not only shattered some of the common perceptions and myths about the advertising and marketing industry but expounded too on his theories.

    Take, for example, the perceptive trend of newspaper readerships on the decline globally with people now accessing news on hand-held devices like mobile phones and tablets. Goodwin rubbished this belief by stating that newspaper readerships have increased significant, especially in countries like India and Africa.

    According to the Zenith executive, in a perfect future, passwords and payments could become a thing of the past and one would be able to unlock devices or pay a bill via face recognition software or a smile or a just a gesture. “But that’s far from today and we have to work actively in the right direction to make that happen as we, as an industry, only talk about technologies but know very little about them,” Goodwin explained, adding the industry hasn’t been able to use chatbots effectively.

    Expounding more on technology, he said people were still trying to figure out technology and its many uses in, what he calls, the “mid-digital era”. “As our expectations are high, we tend to refer [to] the past and layer it up without completely understanding it. For instance, reading newspaper should give different consumer experience on different mediums. But it doesn’t. Most newspapers today tend to copy-paste the same model of the physical paper and put it up on the internet without any innovation,” Goodwin explained.

    Pointing out that the world hasn’t “really seen any innovation in advertising since 1950”, while taking pride in being in the creative industry, he didn’t mince words: “We keep making the same mistakes”.

    While everyone talks about how the millennials were difficult to connect with, Goodwin thought they were the “easiest generation to target”. Reason? As the millennials were always connected or on their mobile phones, there, probably, hasn’t been an easier group to “reach in the entire history of humanity”. Though he’s not the only one now saying so, but Goodwin is of the opinion that “TV is not going anywhere” or dying out due to a digital onslaught simply because “TV is now being watched at more places than ever” and it was “irritating to hear” about the death of television.

    However, Goodwin certainly is not wishing away the march of digital altogether. The post “digital age” will be a world where digital will become a part of everybody’s existence and, for that to happen, “markets and agencies collectively need to create brand new experiences from the scratch”, was the advice. He added: “In order to do better business in times of chaos, brands need to transform their communication strategy by understanding people and what they need at what time.”

    While everyone talks about a digital world, Goodwin thinks there is no digital world and people were just “obsessed with the idea of digital being a thing”. Why so? He explained: “We still talk about digital as a thing and a behaviour. We have heads for digital and digital strategy and digital advertising. For the next generation, digital will be a part of their lives just as electricity is. Do we have a global head for electricity? People today don’t do internet banking but do banking in 2018, they don’t do e-commerce, they just buy stuff as and when they feel like it.”

    Not content with countering some presently held popular industry beliefs, Goodwin had some observations on brand expectations too. “Brands today like to set expectations of being the best or giving the best experience ever, which is not at all true. For instance, every bank wants to compare with every other big bank on the street,” the master said, adding, “But that’s not how a consumer judges you. They [consumers] judge you for your own service. Brands need to look into that [aspect], rather than setting high expectations.”

    Moving on to technology and companies, Goodwin advised people to apply technology correctly though they may not necessarily be technology companies. Driving home the point that beyond all the hype, consumer was the king and that every company should keep consumers at the heart of their businesses, he said, “It’s an incredible balance to be made and brands like Uber, WeWork, Whatsapp, Facebook are doing a tremendous work in that area.”

    He also noted that it was easy to presume that most companies don’t know what they were doing today, which is not the case really. “Most companies in the market today have had a large legacy behind them, and whatever and whichever version we see of them today, is a compilation of all the work they’ve been doing for so many years,” Goodwin explained, however, cautioning them of the need to “revamp and relook at their consumers” with a different lens to keep up with the changing needs and demands.

    What does he think of the present era? “It’s the most exciting time to work in business, advertising and marketing. And to be alive,” was how Goodwin summed it all up.

  • 55% marketers make better decisions with machine learning: iProspect report

    55% marketers make better decisions with machine learning: iProspect report

    MUMBAI: Digital agency iProspect has released its third annual Future Focus whitepaper geared to examine how machines and technology are impacting marketing and advertising in the year ahead. The paper takes a look at how brands can make the most of machines in 2018, from facilitating seamless consumer experiences to delivering greater efficiencies.

    iProspect interviewed 250 of its global clients, including FTSE 100 and Fortune 500 companies, and used real-time feedback to outline key insights and priorities necessary for businesses to thrive in our fast-moving, high expectation digital economy.

    Feedback shows that the transformative impact of voice, artificial intelligence (AI) and machine learning (ML) is being felt across the entire business landscape with 55 per cent of marketers surveyed agreeing that ML will allow them to make better decisions in 2018. 56 per cent of the marketers surveyed highlighted effective management of large data sets to deliver personalisation and relevant one-to-one experience as their main priority in 2018.

    The 2018 Future Focus whitepaper discusses some new machine rules. Brands enhanced customer experience by closing the gap between consumer expectation and brand reality. While 2017 was about understanding how best to connect data to understand consumers better, 2018 will be the year where marketers put consumers firmly at the centre of communications.

    The concept of ‘consumer moments’ will become widespread in 2018, encouraging marketers to seek out data signals that help them understand not just who their customers really are, but what are the moments that matter most as those consumers interact with brands at different stages of the purchase journey.

    Digital assistants have become the new gatekeepers and are set to fundamentally change the relationship between brands and consumers. According to market intelligence company Tractica, more than 700 million people use some form of digital assistant today, be it Siri on their mobile phone, or Amazon’s Alexa via a home device. With word error rate now at parity with humans, digital assistants can understand us better than ever, and usage of assistants is expected to soar to almost two billion by 2021. Within the next five years, most of the developed world will be using a digital assistant in one form or another to automate and manage many aspects of their daily lives.

    And it’s not just millennials who are early adopters of this technology. Forrester estimates that while 66 per cent of 18-24 year olds are using digital assistants, almost 40 per cent of the 70+ age group are also engaged. For marketers, this represents a new challenge in 2018 and beyond on learning how to market not to the consumer, but to the machine.

    AI & ML have transformed marketing and it is time for brands to get ahead of the intelligence curve. Simply put, AI aims to emulate human cognitive capabilities through artificial systems. One of the specialities of AI is machine learning, which enables computers to solve a problem by themselves, learning through examples, rather than being programmed especially to solve a distinct problem. If AI and ML capabilities are sought-after by tech companies, it’s because those companies understand the benefits for customer experience (eg., personalised recommendations on Netflix), security (eg., fraud detection on Paypal transactions), or product development (eg., autonomous cars for Uber).

    In 2018, we can expect mainstream brands to truly start testing the potential of AI and ML in advertising, taking marketing efforts to the next level. ML has the power to improve efficiency, help scale personalisation, and predict consumer behaviour with greater accuracy. As a result, 2018 will bring greater investment and experimentation in this area.

    VR will take commerce to new horizons and the distance between inspiration and conversion is now smaller than ever. Global e-commerce sales reached nearly $1.9 trillion in 2016, and are forecasted to grow to $3.9 trillion in 2020. As consumers expect to be able to buy everything, everywhere and at any time, this staggering growth will be increasingly supported by ecosystems which weren’t designed to be transaction first, but are now developing commerce features.

    There will be a rise of Amazon, the ‘everything store’. There can be little doubt that 2017 was a significant year for Amazon, as its seemingly irresistible expansion broke new ground across some of the biggest categories in the world. Amazon’s enormous capital power and evident knack for winning in any division it turns its attention to means it truly is becoming the oft-quoted ‘everything store’, apparently achieving the impossible — major, simultaneous expansion without sacrifice of either product or profit.

    Yet the company remains highly secretive, rarely announcing its intent or offering strategic insight. This means that as Amazon claims not only more net shoppers, but also creates new shopper behaviours, the onus is on today’s marketers to be proactive, rather than reactive, in developing their understanding of it. The good news is that there’s no more opportune time to learn than now. As Amazon finally turns its attention to the long dormant opportunity in ads by outlining plans for it to become a major income stream, marketers should seize the opportunity to get in at ground zero and start including it on media plans today.

    iProspect global chief strategy officer Shenda Loughnane says, “Advances in ML will allow for greater effectiveness and efficiency in marketing communications, freeing both marketers and agencies to focus on adding strategic value. Brands will need to understand how to balance the human versus machine elements of their business in order to leverage the full value of both.”

    iProspect India CEO Rubeena Singh adds, “In an increasingly complex digital economy, ML is set to play a pivotal role in our ecosystem. In India, we are already feeling these forces of change are driving better data understanding, enabling personalised conversation at scale and delivering greater efficiencies. We are at an inflection point where brands need to learn how to marry human capital and machines in order to succeed in the transformation that lies ahead.”

    Advances in ML will allow for greater effectiveness and efficiency in marketing communications, allowing both marketers and agencies to focus on adding strategic value, whilst allowing machines to take on more of the more complex administrative tasks associated with digital optimisation.

  • Digital is as important as traditional: Diageo

    Digital is as important as traditional: Diageo

    MUMBAI: Imagine any musical evening, whether it is soulful, hard core EDM (Electronic Dance Music) or just jam sessions. What goes well with music to get the party started, one may ask? The answer, liquor! Most liquor brands have cashed in on music by associating themselves with various concerts, sponsoring music festivals or even coming up with their own CDs.

    Though alcohol is their main forte, India’s ban on direct advertising of the product forced them to position and market themselves through other products/services such as soda and music CDs that add negligible value to their sales.

    Traditionally, alcohol beverage brands marketed themselves largely via print and television where they communicated a lifestyle and an attitude. But consumers today have multiple personalities and are more evolved resulting in brand using digital and social media platforms in a big way to communicate and be in tune with the audience. Diageo’s Amrit Thomas notes that digital is equally important for them as it is for any other brand in any given category.

    When asked about how Diageo’s marketing and advertising budget has increased over the years, Thomas mentioned, “We are investing in our brand to build demand and manage a portfolio of brands and spends basis brand stage and requirements.”

    Thomas does believe the impact of highway ban on liquor and GST has steered to subside now. “We are now looking at springing back from these events and project 2018 to be a good year for us.” The company is also strongly focused on its premium products and will be increasing its investment to boost the distribution and sale.

    It is usually the media agency that creates a campaign for brands but in this case, the client decided to hand over the responsibility to Qyuki, which is a cross-platform media network across digital, live, TV and film. The company uses proprietary technology and analytics to discover and promote digital superstars and manages the end to end value chain for them across traditional and new media platforms. The tracks have been produced by Qyuki Media and creatively supported by DDB Mudra. Qyuki Media founder Samir Bangara mentions, “When you work with large brands they have a certain set approach on how much they want be involved in the project.There is a fine line between controlling the project and giving creative freedom and McDowell’s allowed us to get as creative as we wanted to, which is a rare brief to find nowadays.”

    Today, India is the 3rd largest liquor market in the world, with an overall retail market size of $35 billion per annum. The annual consumption rate has increased steadily over the last six years and stands at 8.9 per cent as of 2017 and is growing at a CAGR of 8.8 per cent. The consumption is expected to reach 16.8 billion litres by the year 2022. The largest consumers come from the state of Haryana, Kerala, Karnataka, Himachal Pradesh and Andhra Pradesh. Although liquor brands advertise and promote their products in supermarkets and clubs, it is only limited to tier I and tier II cities The real challenge for them lies in advertising and pushing the brand in rural markets where the only platform they can use to create brand awareness is TV.

    McDowell’s, a product from British alcoholic beverage company Diageo, launched its first ‘No.1 Yaari’ ad back in 2014 for its soda category and that was an instant hit. Keeping in tune with its philosophy of strengthening the bonds of brotherhood, McDowell’s has introduced its new sonic asset through ‘No.1 Yaari Jam’, a music platform with the release of five enchanting sound tracks. Shaped by ace music directors Salim & Sulaiman Merchant along with distinguished and renowned music artists from across India, these exhibit the spirit of Yaari that McDowell’s seeks to evoke amongst its customers across India.

    Music is the largest genre that is consumed online with Youtube growing at the rate of 150 per cent year-on-year and drawing over 40 billion views per month. Hence, it was only fitting that McDowell’s decide to leverage digital superstars to perform in Yaari music videos. Bangara said, “Video content is exploding in India and with so much information thrown at us everyday on digital platforms, the only way a brand can break though the clutter is by creating content and not just advertising.”

    The musical opus unfolds in five languages with Swarathma leading the jam in Karnataka, Mame Khan and band replicating their spellbinding symphonies in Rajasthan, Ishq Bector fashioning a foot tapping number from Punjab and Siddharth Mahadevan and Soumil Shringarpure weaving their magic in Maharashtra. The nationwide musical caravan concludes with Salim- Sulaiman and one of their oldest yaar Shaan. It took a dedicated eight months to come up with the masterpiece.

    The music videos will be promoted on television, radio, OTT platforms, digital and all leading audio platforms including Saavn, iTunes, Gaana, etc

  • Godrej aims to make its Locks synonymous with safety

    Godrej aims to make its Locks synonymous with safety

    MUMBAI: High-tech is changing the way we live. People take advantage of advances in technology but not so much when it comes to our home door locking system. A majority of people still use traditional locking systems which may not be enough to deter criminals from breaking in and taking valuable items.

    What exactly does a burglar think while breaking in? How easy or difficult is it for him to intrude in our homes? Wouldn’t it be great if we could get these answers straight from the horse’s mouth?

    That is exactly what Godrej has done in its latest campaign #HowSafeAreYou to raise awareness on home safety by releasing a series of three videos that ‘unlock the mind of a robber’. Urging homebuyers to be proactive in their approach to safety, Godrej Locks has launched a series of interviews on digital mediums that captured three reformed robbers speaking on their modus operandi. These videos go beyond giving consumers insights into what deters a robber from attacking a home and break a few myths too.

    As a part of creating awareness about new and advanced locking solutions, Godrej worked closely with architects and carpenters by training them as a majority of purchase decisions in India about locking systems are directed to these professionals. Godrej Locking Solutions and Systems executive VP and head of business Shyam Motwani says the objective of the campaigns was to promote awareness on safety and the risk associated with it due to the lack of it.

    The digital campaigns were created by Whyness Worldwide, which is fairly a new kid on the block, though the company is led by Ravi Deshpande who has been in the media world for quite some time. Motwani assigned creative duty to the agency as he believes Whyness team has adapted to the changing dynamics of the industry where agencies have to deliver more than the traditional advertising agencies.

    It took a period of two months for the team to decide on the cast for the ads, which turned out to be actual former robbers. Produced by Blue Drop, the films are directed by Nikhil Mahajan and it took extensive research and meetings to source out three former robbers who were willing to speak about their extraordinary experiences and home safety tips on camera. The ad films were all shot in just a day’s time. The agency took utmost care that the real identities of the ex-robbers remains protected.

    But why the agency decided on using real robbers, one may ask. To that, Whyness Worldwide vice president of creative Ranjit Sasidharan explains, “We asked ourselves, what would make the world sit up and take notice of the topic of home safety? The answer was, real ex-robbers revealing their modus operandi and offering home safety tips. An ex-robber speaking about robberies makes for an almost irresistible and disruptive digital content.”

    Focused only in top metros as of yet, Godrej will use these digital ads in cinemas starting December which will also be supported by BTL activities to promote its safety mechanisms.

    To this, Sasidharan from the agency adds, “The ex-robbers’ digital films are planned as part of a larger campaign to make Godrej Locks synonymous with safety. We shall be rolling out further additions to the campaign soon.”

    Over the last few years, Godrej has seen a dynamic shift in its advertising spends. The company spends heavily on digital, a small amount on print and absolutely nothing on television. The company’s investment on digital is increasing 2x every year. Motwani says, “We are doubling our spends on digital and it is not only an increment by a certain percentage but rather on an exponential level. It will only grow further.”

    Motwani didn’t reveal the company’s targeted revenue or expected margins as he is still waiting for the new GST regime to pan out completely. “We will be able to make assessments only by January or February,” he concludes.

  • BankBazaar uses music to make you #GoPaperless

    BankBazaar uses music to make you #GoPaperless

    MUMBAI: Online financial marketplace, BankBazaar, has launched a #GoPaperless music video to encourage digital adoption for finance-related queries. Ditching the staid old set-up, the music video gives personal finance a fun twist and explains the advantages of paperless banking in an unexpected new format.

    Finance, despite its seriousness, is thought to be boring and dry. Its complex nature and lack of adequate information have kept people aloof. Today, paperwork is giving way to digital even as seamlessness and convenience are the new buzz words.

    BankBazaar is offering a paperless e-KYC platform for instant loan approval. With digital documentation, sanction time can be as low as one business day. The new digital campaign elaborates how these changes can make the life of the customer simpler and give them faster results.

    BankBazaar brand marketing head Prince Thomas says, “BankBazaar has always tried to bring about a change in the way people think about finance. This time, BankBazaar attempts to break the norm of finance as a boring topic and talk about all the benefits of paperless finance through an exciting music video. Today, as the world moves on from long, tedious, paper-based processes to instant and paperless processes, it is essential that customers understand what this means and how to leverage it best. We are trying to do this in a way that makes imparting this information as well as receiving it fun.”