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.

Rastogi is a senior marketer and digital strategist with 18 years experience in digital transformation and brand building. He has been honoured at leading fora such as CMO Asia, Envies, AMES and DMA Asia. Citibank is amongst the top five credit card issuing banks in India, and...

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