How financial services brands use content marketing in India

Bindu Nair

Given the amount of specialised information that companies in the banking, financial services and insurance (BFSI) categories have to dispense to consumers, it should come as no surprise that content creation and management is a task that not only requires a lot of attention, but also poses a significant number of challenges.

Warc recently spoke to a select group of Indian marketers in this space to discuss their current approach to content marketing and what they think the future may bring.

Brands as publishers

Karthi Marshan, head of marketing at Kotak Mahindra Group, believes brands have slowly but surely turned into publishers. "On the institutional-segment side, this has always been the case, actually," he added. "If you see corporate finance, investment banking, private equity and institutional brokerage, a major deliverable has actually been content.