Trust is an important factor when it comes to BFSI brands. But for young players in this sector, word-of-mouth marketing is slowly breaking the clutter, shared Karthi Marshan, Marketing Head, Kotak Mahindra Group.
Marshan insisted that that aggressive rural marketing is one their future priorities as rural customers are far more loyal and probability of NPAs emerging from rural markets is lesser as compared to the urban counterparts.
The future of a BFSI brand to succeed would depend on how well a player can capitalise on one-on-one relationships with customers, he further added.
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