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We want to make the customer’s life hassle-free: Manev Mianwal, Bajaj Finserv.

29-November-2017
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We want to make the customer’s life hassle-free: Manev Mianwal, Bajaj Finserv.

Bajaj Finserv recently launched a campaign to drive awareness for its product Flexi Loans. The campaign ‘Think it. Done,’ aims to highlight the unique proposition of Flexi Loans that enables consumers to fulfill their financial obligations. The campaign was rolled out on November 18 and will continue till December 9. We spoke to Mr. Manev Mianwal, SVP - Group Marketing, Bajaj Finserv, about the marketing strategy of the campaign.



Excerpts:

What are the marketing strategies you have adopted to promote the campaign?

We are driving consideration for the brand by showcasing our innovative products. From a long-term standpoint, the attempt is to change what consumers expect from the category and how they interact with it.

How are you leveraging the market tools to reach out to the target group?

We have used primary research data and internal consumption data to inform our choice for each component of the campaign; be it the storyline and the backdrop for the film, the choice of media vehicles or the overall messaging construct. We are tracking close to 75 metrics to measure the effectiveness of this initiative for both the brand and our particular line of business. To connect with the target audience, the campaign has been targeted across all communication channels like TV, radio, on-ground, at-store and digital platforms.

What are the marketing initiatives in the pipeline? What has been the budget of this particular campaign?

We will continue to invest in building our psychological size and creating a strong association with making our customer’s life pursuits hassle-free, which is the core proposition of our company. It will be difficult to share the exact budget amount for this campaign but it depends on the scale of each campaign and the expected ROI.

How much do you often spend on digital and traditional mediums?

We make measured and prudent investments, using design of experiments to evaluate our options. Only those initiatives that show a high-return potential are scaled up.

What are the marketing plans for 2018?

In 2018 we will focus on creating an informed awareness for Bajaj Finserv and associating with a set of desirable attributes. We want to be strongly associated with a clear and compelling consumer benefit and drive preference for the brand and disproportionate returns for business.

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He joined the company in 2016 as Head of India and South Asia at Discovery Network