An ad does not end at exposure, the consumer has to complete the story: Shahad Anand

Advertising should not be measured only by whether a consumer noticed an ad, but by what happens after that interaction, said Shahad Anand, Business Head, Skylight Mediakart, at the Pitch BFSI Summit 2026.

Describing advertising as an “unfinished story”, Anand said the role of a brand communication is to create a connection that can eventually lead the consumer towards an action, particularly in categories such as banking, insurance and investments where purchase decisions are rarely immediate.

“The ad is only the beginning,” Anand said, explaining that the story is completed when a consumer takes the next step, whether through a purchase, trial or another form of engagement.

For BFSI marketers, this becomes important because consumers may not be actively looking to buy an insurance policy or investment product when they encounter an advertisement. Anand said relevant communication can nevertheless create an association that influences a decision later.

This, he argued, requires brands to rethink how they deliver creative. Instead of distributing one generic message across platforms, advertisers need to consider the environment in which the consumer encounters it.

“Attention cannot be induced or obliged, it has to be attracted,” Anand said.

He outlined the PUMA framework, which stands for personalisation, unexpectedness, meaningfulness and the ability to arouse emotion. According to Anand, these factors can help brands make communication more relevant in an environment where consumers are constantly moving between different pieces of content.

He also highlighted the role of context in changing how consumers interpret a message. Citing an example of parking notices, Anand explained that a simple “No Parking” sign had little impact, while reframing the same ₹250 amount as a “parking fee” changed consumer behaviour.

“Contextual requests depict state of mind,” he said.

For Skylight Mediakart, this approach is reflected in formats including three-dimensional advertising, image-contextual ads and scrollers, supported by technology that can identify keywords, faces, objects and logos.

Anand’s argument puts the focus beyond visibility: for BFSI brands, the challenge is not merely to win the consumer’s attention, but to create a message relevant enough for that attention to eventually translate into action.