 So we have with us, Ms. Laplene Saharvat, head of brand Aditya Birla Group, Adya Birla Capital with the brand of the year at Indian Content Marketing Awards 2020 as well. So I hope all of you are ready for Ms. Laplene's session. Let's bring her on screen with a warm welcome. Very warm welcome to you. Hi, Khyati. Thanks so much. I'm really happy to be here. So let me start with the title. It's an interesting title for us because when we say building a brand on social media and times of Netflix and cost cutting two things or cost control, two things are happening for us. Of course, the landscape is changing really, really fast. In fact, Aditya Birla Capital was launched one brand for 13 companies. We are a very unique model. While you have all financial services brands where companies become brands. So for example, you have HDFC Life, which is a company which becomes HDFC Life, which is a brand and then that brand primarily offers life insurance. We had a very clear view of our customers. Two aspects, one that financial services actually is penetrating to a very small population in this country, right? The larger population, let's say 90% is not even engaging with its money. I really appreciate a response. Can you hear me and can you see the slides? So when we actually kind of thought of taking one brand to the market, our insight into consumers was very simple that people engage with their money. Nobody really gets up in the morning and says that, you know, I'm very excited. I'm going to get myself a mutual fund today. People are very clear. They want a new home. They want a new holiday. They want a new car. So either their anxieties and people's lives with regard to money or their aspirations, right? In order for you to address both anxieties and aspirations, you need to understand people's need with regard to money and therefore our unique model of protecting, investing and financing. So all 13, 14 companies of Aditya Billa Capital that offer either life insurance, health insurance, general insurance, mutual fund, PMS, all home finance, personal finance, business finance, they all fall under this one brand architecture. Advising really comes from the fact that people do get very, very nervous with regard to A, who should I trust? What is the right solution for this particular need? So advising really is our DNA. So whatever we do, we start with advice, right? We launched this brand in November 2017 and the landscape in November 2017 was changing very, very fast. So I think we were very fortunate that we launched this brand in a fast changing dynamic environment and therefore in the DNA of the brand itself, I would argue is social and digital, right? Then of course, OTT became a very big ask with regard to customer need for entertainment. And we saw traditional forms like television and radio being challenged by OTT. And in fact, I'd say even podcasts or things like sovereign, et cetera, et cetera. And then cost control is a reality in all organizations. So when you see this case, please see this case with this entire filter, right? And that's why the title. Some of the background I've already spoken about. But yes, mediums for content consumption in urban mass are rapidly switching from appointment viewing on TV to convenience viewing on mobile or I'd rather say multiple screens, right? And you have a Netflix, you have a hot star, you have an Amazon completely changing the landscape of people's viewership. Similarly, radio is losing onto personal music. In fact, it's just losing onto a lot of audio content, right? Whether it be Spotify, Savan or podcasts, which are coming from various spaces and not just podcast platforms. Brand building, therefore, is becoming extremely challenging. You cannot just say that, okay, I'm going to look at TV, outdoor radio and some amount of social or some amount of digital upfront cost for actually TV and radio has always been an issue. And I'd say with social digital coming in, that's given a lot of relief for marketers. Today, you can plan your cost on a daily basis. You can target sharply and you can realign your strategy in very, very real time. Our audience, although our audience is between the age of 25 to 55. For this particular case study, we concentrated on audience between the age of 25 to 45 because after 50 actually we start being diminishing returns on digital, right? So Facebook and Instagram are becoming a go to for content and we can talk about what YouTube was and YouTube is today. Again, a very dynamic platform, but let's focus on Facebook and social and Instagram for this particular case. Therefore, great opportunity for brands today, how the space is highly cluttered with personal content. I mean, you have your own community now in thousands, then you have excellent third party content. So brands that are entering the space to advertise are going to have a very challenging time, right? At the same time, brands that are creating content have to match up to third party content because you are eventually asking for 30 seconds, 1 minute, 2 minutes, 4 minutes of a customer's time, of a viewer's time. Why should that viewer give you that time and in fact not to let's say a cat video on Instagram, right? A lot of times I feel I'm competing against cats and dogs on Instagram. So really a big challenge for brands and this is how we articulated the challenge for ourselves. A brand needs to continuously entice various cohorts with relevant and unique content in order to engage people with enough provocation to convert them into customers for business. So I think business has stopped really taking soft attribution seriously. The biggest I think challenge for brand managers and marketers today is the CFO who's asking, so what did you do? And if you go back with consideration and engagement scores, they will just laugh at you, right? So I think another huge opportunity that social and digital provide for us and did provide for us, especially in this case, was how do you actually go top of the funnel, in fact beyond top of the funnel, how do you actually reach out to 70, 80 million people? How do you get a good percentage of them into the mid funnel? In fact, how do you report results at bottom of funnel, right? Without being seen as an ad campaign because customers are no longer engaging with ad campaigns on social and digital, because there we have proof, right? So very simply, what we did was we started planning for three different cohorts, 25 to 35 men and women, 35 to 45 men and women. And then like I said, we do find it a little challenging to continuously engage with 45 to 60, but the value for our business really comes from 45 to 60. These are the people who give us high ticket size when it comes to insurance or mutual funds, take loans which have far more security. And in fact, when it comes to PMS, these guys were creating very mature portfolios of protecting investing and financing. And therefore it's a very important cohort for us and we have to hand hold them and guide them on this platform to a large extent. So therefore it was very, very, so when we kind of started planning the calendar for ourselves, we said for 25 to 35 when we started talking to a lot. So one thing we do very actively is we look at data, but we also look at intent behind the data, which is we look at a lot of qualitative research. So we are continuously meeting customers on an average we are face to face meeting for customers a week, right? And we are actually doing deep conversations with them one hour per customer. Some of these deep conversations we actively sharing on social, many of you may have come across them. So we back the hard data with a lot of soft insights so that we understand the intent behind the hard data and basis both hard and soft insights, we planned our campaigns for the year. So for 25 to 35, we said they're looking at content that makes them smarter, right? These are, I'm calling them kids primarily because of how old I am, but younger people who are saying, will this content make me smarter? So they're pulling content that keeps them up to date that makes them smarter. These are also people who are really following social influencers from all walks of life. So we were very, very conscious that although we are a financial services brand, we don't want to just get on board social influencers who are in the finance space. You will see in this case, we have got Akhilesh Bhargav, who is a big social influence on YouTube. But beyond that also we wanted to really engage because these are people who if I can use the word, they want a soft coating on that bitter pill when it comes to financial services. So influencers they are following and looking up to and interestingly found that they're not just looking for tech influencers or they're not just looking for automobile influencers. They are looking for life influencers, people they are looking up to, right? A Ranveer, a Nikhil, a Gaurav. And so we wanted to forge relationships with a whole lot of these people. The second thing that they were looking for is content that excites them with regard to technology and innovation. So these guys are all people who are in fact digital natives of old world for them, right? They are all tech natives. So we wanted to make sure that we are adopting technology very, very creatively to make sure that these guys are excited with the content we put out for them, right? And this content can't just be creatively tech. It also has to be relevant for them, right? So that relevant means from a financial services perspective. So that's the second thing that we put in our plan. Moving on to the 35 to 45 cohort. This cohort shares the second objective or the second insight with the first cohort, which is technology that helps them on a day to day basis. So that's where point number two became common to the first and the second cohort. But unique from the first cohort is content that keeps them up to date. Very different from content that makes me smarter, right? Up to date is very current. What's happening right now? Smart is what actually within my peer group. It's in terms of the latest developments that are happening in the space of technology or finance. But up to date is a little deeper than that, right? And content that guides me with new concepts. Of course, with regard to financial services in this case. The last, the third peg we noticed was shared by the 45 to 60 cohort as well. Now, I must point out, although we've said men and women, but majority of the engagement we see on our content is unfortunately still primarily from men. We see women engaging with it, but it's a very small percentage. And we're really seeing only the younger women who are working engage with our content. And that's something that we need to correct for, although currently we are targeting both equally. From here, what we did was we devised a three-pronged strategy, three pillars to our strategy, three pillars to our content. The first pillar was educate. The second pillar was innovate. And the third pillar was advice, right? How is educate different from advice? The second and the third cohort, which is people who are above the age of 35, are quite familiar with various products of financial services. But they don't know which is the right solution for them. When it comes to educate, 25 to 35 is completely removed. So in fact, you will notice some of the pillars we have picked up for these guys are not even financial services pillars that we engage with. These are in the space of tax, in the face space of budget because they are even removed from what's happening in the Indian economy or at a very, very simple level, they panic when they have to file their own taxes, right? So we actually don't do any business when it comes to filing taxes, right? Yes, our products give you tax advantages, but we are not a clear tax. So you will see that our social campaigns and our digital campaigns have gone far beyond topics that directly benefit us with regard to business. However, whenever we have touched upon those topics, we have seen the same cohorts come into the funnel for business very, very easily. So it's a great lubrication for business as well. So on the educate pillar, we used popular social influencers like I said both in financial as well as in non-financial services space and we used them to actually educate this younger cohort and it worked really, really well for them. The second, it is innovate. What we developed and you would have seen that in our retirement campaign. I mean, it's been a very, very popular campaign in the last 12 months and we've got a lot of appreciation not just from industry, but from customers. We deployed tech in a very, very creative fashion and we used that creative tech to provoke people to start planning for their retirement and you will see actually 33 to 35 is the ripest age when you can start planning for retirement because that gives you a good 15, 20 year window when it comes to growing your money for your retirement goals and today hardly anybody says they want to start working and I'm really sorry about this guys, we are working from home so we face some of these issues. So I'm really sorry about this but we do notice that if you start actually planning your retirement in early age of 33, 34, 35 you will meet your retirement goals much faster, number one. Number two, majority of the people don't want to retire at 60 people today want to retire at 48, 50 so it becomes really, really important for us to start provoking people to planning for the retirement at a younger age if we start provoking people to plan for the retirement 45 trust me it's too late, right? So you will see how we married some of the key life goals with some of the insights that we had into each of those cohorts with regard to platform also with regard to tech, right? The third platform which is or the third pillar which is advice we noticed that a whole lot of customers were seeking advice with regard to solutions and they were very hesitant on calling an advisor one on one, right? Reaching out and saying okay come visit my home because somewhere they felt that the moment you call an advisor to your house you're committing to a sale and they did not want to commit to a sale so we've used social platforms very successfully in fact to do a lot of lives for our customers these lives we've got so we were doing lives every Saturday right and we were getting about 2 to 3 million people we were able to reach and we were getting about good 20 to 25% engagement on all the people that we were able to reach which was fantastic for us so what did we really do and because it's about the winning case so I'm going to talk about the campaigns that we won for entered and won for in various parts of ICMA so the first was the influencer marketing campaign I wouldn't really call this a campaign this is a ritual for us so every year in February we go out and we have to work very very hard we get 2 influencers on board like I said you can see Nikhil here on the screen but we also got Akhilesh Bhargav along with him and we listen to the budget with great intensity through the morning and then in the afternoon about 20 minutes to half an hour after the budget is over we go live and we ask customers or audiences to give us their questions because there is a lot of clutter on the budget and in a sense Nikhil becomes the voice of the customer because like he always says that what do I know about the budget and the customer and regular people what do they know about the budget especially people between the age of 25 to 35 they are so removed from the budget today and that's not really good because they need to understand what's happening in the macroeconomy because the macroeconomy impacts the wallet directly and then Nikhil becomes the voice so to say for a regular person a regular man and Akhilesh helped us really declutter the budget it was a 2 to 1 half hour session and we got tremendous amount of engagement on this it was really good and like I said this is a ritual for us so it wasn't just like one year you are going to see that every year from us the second thing we had a very deep insight whenever we spoke to our customers like I said 4 customers a week we reach out to 4 people a week we reach out to when you talk about tax planning right they get really scared I mean it's literally like talk to my CA it's very scary that of course a CA can file taxes for you but if you don't understand how your hard earned money is being given into tax or for example where you should invest or what asset you should buy or what policy you should get so that you get tax benefits it really starts from first you being engaged with your taxes so this tax filing game that we've created has nothing to do with our solutions it really kind of says what cohort of customer are you are you a salaried person are you a business person and basis that it kind of tells you okay are you on rent do you have your own house have you given your house on rent and so on and so forth and then very simply it asks you 10-15 questions it's a Q&A do you think this is the answer or do you think this is an answer and it gives you a score and in 5 minutes it kind of tells you a lot about your personal taxes and we did really really well here we engaged with about I don't know in millions I mean I won't want to throw a number here I would think we crossed probably 6-7 million people with regard to engagement on this and that was very very satisfying for us the second pillar which is innovate here we used creative tech to show people the different futures they can have so you saw a couple in their present and then you could press the button on saying okay what does future one look like and what does future two look like exactly the same frame dynamically changed into one kind of future versus another kind of future yes it was very very interesting for customers but I think it really provoked them to understand that the actions we take today impact your life 20 years down the line or 15 years down the line and that's how we actually got people from outside the funnel all the way to bottom of funnel because through this particular engagement we were taking people to the money for life planner where they could start planning the retirement and of course it did end with us offering some retirement solutions to them so like I said the whole effort is how do you kind of reach out to 70 million people through the year have 20 million engage with you through multiple campaigns at any given point of time and then through engagement get them to bottom of funnel another thing that we did which I think was very very innovative is we took our podcast money podcast to IVR when we met a lot of in fact even young people in smaller towns we realized a lot of them are not engaging with interesting podcasts because of 3G issues but a lot of them could easily call into a phone number and if we were phone casting something they could listen to it so we turned our IVR on Saturdays into money podcast so if you dialed on Saturdays IVR 1800 270 7000 on a Saturday you would actually get saying press 0 for a money podcast and we saw loads and loads like people in lax joining us on Saturdays to listen to our IVR and of course once the IVR was over or if you left the podcast even midway we would send you an SMS which would give you a link to plan your money with us so that was in my view a really nice innovation that worked for us from an advice perspective we were doing two things so it's interesting you say advisor and people cringe because people think of these slimy people who are just interested in selling or misselling any product to you and making their 1% 2% commission and just getting lost but if you actually see our advisors our advisors are very very educated people they are people with multi talents so what we did was we took lots of our advisors and we did videos on them so right now the static you are seeing is of vejanti who plays the sitar who is an MBA so various aspects of vejanti and then you realise she also helps you plan money for your life she is a retirement expert by the way she helps plan for retirement money but she has various facets and when we brought these facets alive in videos we saw a lot of hand raisers come up to us saying ok I want your advisors to visit me so that worked out really well for us but like I said a lot of people are still very apprehensive of directly an advisor reaching out to them and bringing their door bear because they think it's some sort of a sales commitment so what we started was Saturday Live on Facebook where our advisor would actually come and we would promote it three days before on Facebook and we'd say ok this Saturday this is the topic that we are discussing and our advisor would start discussing that topic on live we would typically do it at 12 o'clock on a Saturday and we reached out to about 2-3 million people every Saturday and about 2.5-3 lakh people joined us on our lives every Saturday on Saturday and asked questions 4-25,000 questions were asked in just about 3 months the first 3 months that we started the advisor live and we really resolved a lot of people's queries with regard to their money needs and of course we allowed them through a link to leave a hand raiser if they were interested in any of the advisors reaching out to them and indeed buying a product from us so these are the 3 pillars and these are the 6 campaigns that we've entered in various shades I think we became brand of the year for this the results yes we reached 70 million people actually at 5 plus so for us frequency is very very very important because we have seen in our growth curve it's only when we hit a frequency of 4 plus or 5 plus do we start seeing conversions so the next number which is 9 million people 59 million people we don't call it just engagements we call it awareness engagements when somebody has seen a video more than 50% then we know this guys actively aware and then of course engagement rate is to impressions so we were on an average getting 16% in some campaigns we've got something as high as 35-40% as well on average we got a 16% engagement whereas the benchmark was 10-12% so we've done really really well there and 6.5 million cookies these are cookies we pass on to our businesses for performance marketing like I said we are not really in these campaigns we are not hard selling any product but we are taking people from awareness to engagement to bottom of funnel but what we do is wherever we have engaged cookies right high engagement people who have engaged with us more than two times more than 50% on a video then we start passing on these cookies to business for retargeting and we did that very very successfully and of course a lot of people 500,000 reached our website pages as well through which they reached various businesses and then call centers called them to convert them this was last year this year if you ask me we are not stopping traffic to business this year it's all about how many people have raised their hands on these platforms and how many of them have we directly converted so we are looking at very very very hard attribution so I think that was my last slide any questions I'd be happy to answer thank you I think it was such a detailed presentation and me being a layman does not understand financial products that much was so awesome to know that you all did such great efforts on making people aware and educate them I think it was a wonderful presentation and I've learned a lot that I can call the IV on Saturday and get to know you know listen to the money podcast if I can't get through the podcast itself so I think it was a great innovations that you guys have done and wonderful to know in the paucity of Tel Aviv we can't take more questions here but thank you so much for spending this time and sharing this wonderful case study of yours thank you so much