How PaisaBazaar.com uses content in India’s financial services industry

The article explores how PaisaBazaar, one of India's biggest financial brands, is using content marketing to engage new audiences and educate them about financial products.

Financial services, particularly in the B2B space, may not be the first sector to come to mind when considering the role of content marketing, but Radhika Binani, chief product officer for PaisaBazaar.com – India's biggest marketplace for credit cards and loans – begs to differ.

Why does a finance brand such as PaisaBazaar create content?

"First reason is to create a brand image… Second, to establish the ecosystem expertise; our customers seek to know if we understand what we are talking about because it's a very high involvement purchase, it's not like buying a book or a mobile phone," she...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands