If advertising were a tree, then BFSI (Banking, Financial Services and Insurance) would be a thick major bark of this tree. The hula hoop of advertising has some major intersections, and one of it is building communication strategy as per the category.
Having worked on some major BFSI brands, there are a number of knowledge key points, we thrive and strive with. One of the most important thumb rules when working with a BFSI brand is simplicity. Given the huge target audience it caters to, when the message we want to communicate is direct, clear and sincere - there is a sense of transparency you establish with your TG. After all, for brands that deal with a consumer's finances, trust is everything.
Among other factors that matter, it is essential for one to take care of the audience's sensibilities. Understanding that in a country as diverse as ours, it is essential to respect cultural and religious sentiments of your TG. It is only when we’re sensitive to our audience, do they feel connected to our communication.
Ofcourse, the final point then comes down to finding that one element that makes your brand niche and stand out in a pool of brands that have the same offerings. This is what we term as ‘brand value’, which is of course built on creativity. But with the dynamic digital world, today evolving your content as per the latest trend or your ever changing TG is equally important.