Content marketing for banks: why be boring?

Citibank India is thinking outside of the box to create content marketing which touches on Indian passions – food, travel, cricket, etc – rather boring financial information, and market-specific digital behaviours.

Financial services content doesn’t have to be dull – and yes, it can engage the fickle millennial demographic too.

That’s the view of Nikhil Rastogi, Director – Marketing & Digital Sales at Citibank India, who is keen to smash the myth that financial services content is lifeless and just packed with boring numbers.

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