Speakers:
- Punit Dharamsi – Executive Vice President, Association of Mutual Funds in India (AMFI)
- Tuhina Pandey – Director, APAC Communications & Chief Marketing Officer, India and South Asia, IBM
- Jahid Ahmed – Senior Vice President and Head of Digital, HDFC Bank
Moderator: Devajit Roy: Head of India, Mid Market & Growth – Marketing Solutions, LinkedIn
Highlights:
Punit Dharamsi
- Financial communication works best during important life moments like first jobs, marriage, childbirth, retirement, increments and tax planning
- AMFI focuses on contextual messaging linked to key financial milestones and consumer behaviour
- Campaigns encourage young earners to begin SIPs with their first salary
- Investor education and trust-building are prioritised over panic-driven communication during market volatility
- Continuous communication and always-on visibility help maintain long-term consumer trust and recall
- Surround content, explainers, calculators, branded integrations and educational formats are used extensively to simplify mutual funds
- Character-led storytelling and relatable financial education help improve accessibility and engagement
- Consistency in messaging has helped improve investor confidence and reduce panic exits during volatile markets
Tuhina Pandey
- Relevance matters more than reach in today’s attention economy
- High-trust and high-relevance content is critical for influencing modern buying committees
- Content needs to resonate differently across CMOs, CFOs, CEOs, CIOs and multiple stakeholders
- AI has become both an audience and a content intermediary, changing how relevance is measured
- Sequencing and storytelling should align with audience intent and stages of decision-making
- Short-form content can create hooks while long-form content helps influence deeper decisions
- The credibility of the storyteller is as important as the story itself
- Strong storytelling combined with smart repurposing of content strengthens engagement across the funnel
- Content effectiveness should be tracked against business journeys and pipeline impact
Jahid Ahmed
- Attention today is built on trust, safety, relevance and frictionless experiences
- Marketing is shifting from interruption-led communication to intent-led ecosystems
- Trust and credibility are becoming more valuable than traditional reach and impression metrics
- Creator economy partnerships need to focus on genuine influence and authentic advisory value
- Peer validation and positive sentiment play a critical role in financial product adoption
- Owned platforms and first-party data are becoming central to digital business growth
- Different campaigns require different success metrics depending on conversion, trust or awareness objectives
- First-party data and customer behaviour insights are critical for improving relevance and lifetime value
- Creator-led education is helping brands both build awareness and drive conversion
- Personalisation at scale through multiple creative variations is becoming increasingly important
- Consumers are tuning out direct selling and responding better to educational and advisory-led communication
- Financial literacy and ecosystem education are becoming key responsibilities for financial brands
- Helping consumers make smarter financial decisions builds long-term trust and eventually drives business growth
