Keynote · Financial Services · 35–45 min
In finance, trust isn’t the message. It’s the product.
Marketing lessons from a category with restricted endorsements, real compliance teeth, and customers who have been burned before.
Most BFSI marketing sells the mechanism — the trade, the rate, the app. But nobody wakes up wanting to place a trade. They want a house, a retirement, a child’s education. The category keeps marketing the instrument and wondering why the relationship stays shallow.
Nobody wants a trade. They want the house, the retirement, the fees paid — and we keep advertising the button.The insight the category keeps missing
Repositioned a 37-year-old brokerage as a wealth-creation partner over a 24-month framework — not a campaign, an operating change. Market share moved from 1.6% to 4.3%; SIP share from 1.5% to 3.2%; assets under advice to ₹5.5 lakh crore; the client base past 12 million.
We also did the thing most financial brands avoid: talked about fraud. A three-film campaign exposed scam tactics through humour, because silence protects the brand and leaves the investor exposed.
What the room leaves with
- How to move a category conversation from mechanism to outcome.
- Building trust when endorsements are restricted and compliance is real.
- Why financial expertise is worth more as a product than a service.
- What to do about the topics your category refuses to touch.
BFSI, fintech, insurance and wealth teams; regulated-industry marketers; and any brand where trust is the actual purchase.
The work behind it: broking to wealth · YehConHai fraud campaign · BFSI work.