 Welcome back. Now over the past few years, a simultaneous surge in technology and the start-up ecosystem has led to a number of traditional services like finance, moving into the online space. And one such start-up that has taken insurance aggregation online is Policy Bazaar. And its online financial marketplace is called Pesabazaar.com. Navin Kukreja is Group CMO at PolicyBazaar.com and Managing Director at Pesabazaar.com. He's joining us on the show to talk about how this model has evolved and what the opportunity is looking like going ahead from here. Navin, great to have you with us on the show. Now just to put this into context first, how does your model really work? How are you positioning your brand in the market? So two of our simple objectives was to make sure the consumers are buying right kind of covers and they're able to compare all the policies with all the right information at one place on our platform, which is the objectives with which we started. Over the last seven years or so, we've kind of evolved quite a bit. Just a simple fact that there are about 25 insurers in the market and usually if you look at health insurance, there will be about 100 plus plans. So how do you expect a normal consumer to wait through all of these and buy or select the right plan for himself or herself? That's where Policy Bazaar helps. Alright, but let's take a moment and talk about the challenges in marketing a financial service product given that it's not really a very glamorous or very exciting category. What have you faced so far? It's a very good question. Like you said, marketing of financial services is not very exciting. People find the product either very boring or are a lot of times scared of it because they do not know all the intricacies of the product. So it's very, very important when we look at marketing of these products to be very single minded about our communication to try and simplify the communication as much as possible. So in our communication if you've noticed that we try and keep the messaging very simple. What we try and do through some of the other mediums like a television show that we have plus the articles in print is try and also educate the consumers about the right kind of insurance policies that they should be having. And tell me, do you see more value in pushing digital marketing because you are an online player? How do you actually spread it out across the many platforms that exist right now? There is so much talk about integration but when it comes to approach within the kind of possibilities that exist, how have you gone about it? Like you said, we are an e-commerce player so digital comes naturally to us. Digital continues to be a core focus from a marketing perspective. What digital does very well is target the consumers who are looking for or searching for the financial products and target them with a very specific communication, being able to kind of get them to buy the right product and measure it on an ROI basis. What we use the offline medium or the television as a primary medium is to increase and build on our reach because digital continues to have slightly limited reach as far as the entire country goes and as you are aware that insurances continues to be highly under penetrated category so there is a lot of scope of increasing and expanding the reach. So we use both digital and television almost equally with specific objectives of driving the consumers who are more aware and looking for the right products, targeting them through the digital medium and increasing the awareness and consideration through mediums like television. So if you look at it for this year which is 2015-16, our overall mix would be roughly equal about 45% of it is digital, about 55% is the non-digital medium which is primarily television but includes other mediums like radio and print but what I see is that as we go into the future and as internet usage expands as 4G becomes more popular hopefully, what I see is that few years out whether it's two years or three years digital can potentially become the primary mode of consumption of media and if that happens we as a company are kind of geared and focusing to kind of capitalize on that and you know using digital to kind of expand our reach. Of course in mainstream media Navin you had your Ullumatbano campaign it has been received quite well if you can tell us what drove that idea and you did get in Kapil Sharma on board as brand ambassador what was the rationale in choosing it? Sometimes when we were discussing about the brand Sajji for the next couple of years we realized that we had a clear objective of expanding the reach, connecting more with the mass consumers because mass consumers need insurance and were still not kind of looking to buy or looking to compare insurance and how do we do that? So we did we said you know two things will help us one is that if you can get somebody who is who has a high connect with mass and that's how Kapil Sharma came in he has beautiful connect with the masses very popular seen as the person next door and hence you know people connect very very strongly from a media side we also kind of expanded on getting on to more mass channels like general entertainment category as well as cricket where we experimented in the last world cup for the first time and I think both of these strategies played out really well for us and we are seeing expansion in the user base in terms of new segment of users coming in. And before I let you go Navin if you can give us a glimpse of what we can expect to see from the brands that you are responsible for in the year 2016 considering that we are more or less still at the start of the year. As we go into 2016 our focus will be to continue to build reach through the mediums that we've been using reaching further out and building some sort of regional and localization strategy on the other side be very very focused and aware of the digital industry and what's happening in the digital media consumption my personal sense is that you know more and more media will get consumed every as every month and quarter and year passes and as brands will have to be very very kind of closely monitoring the media consumption habits and then accordingly optimize our brand spend.