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In an era where brands across categories are increasingly jumping on real-time cultural conversations, the BFSI sector faces a unique challenge: can banks, insurers and financial services firms afford to risk their reputation with moment marketing? Moment marketing has proven effective for consumer-centric brands in FMCG, retail and entertainment - where wit, speed and cultural relevance often win audience attention. But BFSI operates in a space built on trust, credibility and caution. A misplaced tweet, meme or topical post could not only trigger backlash but also dent a brand’s reputation in a highly regulated industry. Unlike FMCG or entertainment brands, BFSI operates in a sector defined by regulation and trust. A misplaced tweet or meme could invite not only backlash but also regulatory scrutiny. Says Kedarswamy Ravangave, Executive Vice President - Marketing at Kotak Mahindra Bank, “It is risky because it demands agility and decentralised decision-making, both sensitive in a regulated sector.” Industry experts point out that while digital-native audiences expect brands to engage with trending conversations, BFSI players need to tread carefully. “The reputational risk is real, and should never be forgotten. A lost campaign can obliterate years of fragile trust. But so can the creative rewards - cultural relevance, top of mind, and emotional connection to a new generation - and these creative rewards matter too, for long-term survival,” said Senthil Kumar Hariram, Founder & Managing Director, FTA Global. He added that unlike gambling, risk does not always outweigh reward. Risk just means we have to remain sophisticated and disciplined. According to Hariram, the outcome is entirely dependent on execution: brands that jump in outer space with no strategy, compliance filter, and no idea who they are will face catastrophic risks; brands that have solid internal policies and processes, know their target audience well, and can weigh fit against every trending topic, can maximize the rewards and lessen risks to an acceptable level. It is calculated creativity, not reckless gambles. That doesn’t mean moment marketing is entirely off the table. BFSI brands have found success with safer topical hooks, such as tax-filing season, budget announcements, or World Savings Day where relevance aligns with their core offering. Occasion-driven creativity, when backed by compliance checks, allows BFSI players to stay contextual without veering into risky territory. Several BFSI brands have also opted for a balanced approach by balancing topicality with trust, especially when catering to both Gen Z and millennials. “Gen Zs and Gen Alpha seek creativity and cultural relevance, while older generations prioritise reassurance and depth. As a result, brands need to strike a balance by using topicality as a bridge—creativity captures attention, while substance builds trust,” said Alok Bhargava, Chief Marketing Officer (CMO), Prudent Insurance Brokers. For instance, in its recent Independence Day campaign, the brand moved beyond the conventional “insurance provides independence” narrative. Instead, it flipped the metaphor—positioning Independence itself as a policy that requires renewal. The creative approach enabled the brand to tie a significant cultural moment with the enduring value of protection, while retaining the seriousness expected in the category. This was further reiterated by Hariram who agreed that younger demographics are more open to the concept of moment marketing, especially in a sector like BFSI. According to him, a clear generational divide shapes acceptance of moment marketing. Millennials and Gen Z, raised in digital culture, expect brands to show personality and engage with them on social media, where a timely post can signal cultural relevance and build trust. In contrast, older customers continue to equate credibility with stability, expertise and assurance—making casual approaches feel misaligned with the gravitas they expect from financial institutions. He said that for BFSI brands, the strategy must therefore balance audience-specific needs: leveraging moment marketing to engage younger cohorts while reinforcing trust with traditional customers through more conventional channels. The balancing game The challenge lies in striking a balance between staying agile on social media and maintaining a responsible approach. As explained by Bhargava, superficial use of moment marketing carries risks, with missteps potentially appearing insensitive in a trust-driven sector. Yet avoiding it altogether may alienate today’s vocal, aware consumers. The key lies in discernment - choosing moments that align with audience values and contribute meaningfully, rather than chasing trends for visibility alone. He added, “At Prudent, we intentionally steer clear of humour-driven or opportunistic moments. Instead, we ground our campaigns in transparency and authenticity—such as with our upcoming Prudent Stories series. In this series, we will share real-claim anecdotes that are relatable and straightforward. These stories are meaningful on their own and serve to build trust rather than undermine it.” Prudent balances traditional literacy-driven communication with broader cultural themes, using occasions like Independence Day or its LCT series to humanise insurance and make it relatable. Through campaigns, periodic series and white papers, the brand simplifies complex cases to demonstrate expertise while offering audiences clarity and guidance. Published On: Aug 25, 2025 9:04 AM What guidelines can BFSI brands then follow to safeguard themselves from the risk? Experts agree that brands need to be clear in their approach and follow certain guidelines to ensure they never cross the line. According to Ravangave, Kotak manages it via strong frameworks: clear brand positioning, a defined brand key, strict do’s and don’ts. These guardrails allow them to optimize for speed while avoiding unintended consequences. “If you look at our feeds, the creativity and speed are at par with consumer tech brands. Delivering consistently, at speed, while staying on-brand is non-negotiable,” he added. Hariram further explained creative guardrails that agencies should have in mind when crafting BSFI moment marketing campaigns. According to him, this means ensuring authentic alignment with the brand and its audience, maintaining a sensitive and respectful tone, and moving with speed while adhering to compliance guardrails. Campaigns should add real value, through tips, reminders or genuine insights rather than chasing laughs alone, and must steer clear of polarising cultural or political moments that risk alienating customers. Whereas Pruden too follows a 3Rs’ rule - Relevance, Respect and Responsibility, before approving any campaign. Every initiative is assessed for alignment with core values, sensitivity in execution, and its ability to leave audiences informed or reassured. Beyond campaigns, platforms like Prudent Plus extend this ethos by helping businesses design tailored employee benefits that prioritise well-being. Through such offerings and technological interventions, the company underscores its mission of connecting financial security with people’s needs while staying culturally relevant. “Moment marketing must sit within an overall content architecture that balances evergreen trust builders such as thought leadership, customer stories, and product clarity with timely, contextual activations,” Hariram noted. He added that when organisations establish repeatable processes like moment-scanning, rapid creative and compliance workflows, data-driven audience selection, and post-activation measurement, moment marketing evolves from opportunistic stunts into predictable tools. Over time, brands that institutionalise these practices can harness cultural moments to drive relevance without compromising long-term credibility.
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