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In today’s evolving economy, where conventional product claims no longer capture consumer attention, BFSI (Banking, Financial Services, and Insurance) brands are increasingly turning to content-driven strategies to establish trust and relevance. By focusing on financial literacy initiatives, authentic storytelling, and strategic influencer partnerships, these brands aim to build credibility and deepen engagement in a market still reeling from economic uncertainty and shifting consumer expectations.
Dhiraj Relli, MD and CEO at HDFC Securities, emphasized the centrality of content in the BFSI space, stating, “It’s all content-driven now, content is king. In BFSI, where we don’t offer a tangible product, it’s crucial to highlight benefits and focus on long-term engagement. That’s when it really works. The content must connect and truly resonate with the market. We actively use our social and digital platforms to educate consumers across various channels.”
Building on this, BFSI brands have significantly increased their content investments in recent years.
“Earlier, content was a support function—now it drives the brand. We’ve consciously increased our investment in content over the past two years,” said Nitin Agarwal, Head of Marketing, Choice. He added that this includes everything from long-form educational series and podcasts to short, snackable reels. They've also built a strong in-house creative team to ensure agility and relevance in execution. In fact, for certain product launches, their content campaigns have driven more engagement than traditional paid ads.
Meanwhile, Yes Securities is rapidly expanding their content ecosystem through various channels like comic series, quizzes, newsletters, quora-based blogs and Q&As to engage diverse audience segments. The brand also stands out as one of the few BFSI players on Pinterest, using the platform to drive financial awareness among women which is a key target group. These efforts complement their regular social media content and video series.
Many BFSI brands echoed similar views on communication strategy, emphasizing the shift toward content-led engagement that educates, builds trust, and emotionally connects with consumers in an increasingly digital and competitive landscape.
Echoing this, Rishi Mathur, Chief Distribution Officer – Alternate Channels & Chief Marketing Officer at Canara HSBC Life Insurance, said the brand’s communication strategy has evolved in recent years toward more aspirational, value-led storytelling. “CanaraHSBCLife has noticeably increased its investment in content-driven marketing. The success of high-impact 360° campaigns which prompt regional-language TV, radio, OTT, OOH, and interactive tools, underscores the importance of the content ecosystem,” he noted.
However, with content largely focused on education and awareness, the challenge lies in justifying ad spends without immediate ROI.
Kirtan Mankad, Co-founder and CEO at Blackcoffee.media, explained that ROI is now measured differently, not just in lead volume, but through improved engagement, reduced drop-offs, and higher lifetime value (LTV). He added that brands now understand that trust is the new performance metric, and content helps pre-sell the product by making customers more informed and confident.
Trust-drivers
Yes Securities has moved towards a purpose and value-driven narrative while ensuring to simplify complex ideas to drive trust. As Amit Bhandare, Head of Marketing and Corporate Communications explained, “Trust can’t be built when people don’t understand what you’re talking about. If a customer finds a product confusing, they will either hesitate, delay the decision, or avoid it altogether. Clarity, on the other hand, builds confidence and that is priceless in this space.”
Simplifying complex concepts and minimising the use of jargons is a core idea across BFSI brands. Brands believe that use of heavy jargon or complex ideas only tend to confuse the consumers and do not help them in making the right decision. Meanwhile, when the ideas are simplified, consumers tend to understand better which in return drives trust.
Mankad said, "Brand briefs have shifted from ‘promote X insurance plan’ to ‘educate India on term insurance vs ULIPs.’ It’s no longer about pushing products—it’s about building financial confidence,” He further added that for one NBFC client, they are building a content series that simplifies credit scores. The message is clear: educate first, sell later.
Several brands such as Choice are also moving beyond overpromise and overcomplication. Agarwal said that they take real problems faced by investors—confusion, fear, lack of guidance—and address them through relatable content formats. “Whether it’s explaining derivatives through memes or simplifying tax-saving tips on YouTube, we focus on human-first narratives. We also collaborate with credible creators and financial educators, ensuring the voice is not just ours but also that of the community.”
Bhandare noted that in India, where financial literacy is still low, simplifying communication is essential. He stressed the need for empathetic, purpose-driven messaging in regional languages to connect with audiences beyond metros and into the heartlands.
“The best kind of marketing, in my view, doesn’t shout, it clarifies. It makes something complicated feel simple without making the customer feel small. In this sector, simplifying isn’t about dumbing down; it’s about lifting people up,” he said.
Consumer analytics and market understanding are also key focus areas for BFSI brands. Mathur of Canara HSBC Life Insurance said that their approach ensures content remains both relevant and valuable, delivered through a diverse, data-driven ecosystem. By leveraging customer analytics, they gain insights into audience needs and preferences, enabling them to fine-tune content formats, be it videos, digital films, infographics, or micro-learning modules across platforms.
The brand’s communication has evolved from transactional messaging to trust-building. Recent efforts have included the use of interactive digital tools to help consumers assess their financial preparedness, resulting in over 20 million digital engagements. The onboarding of Jasprit Bumrah and Sanjana Ganesan as brand ambassadors reflects a continued effort to connect with financially aware families.
Content channels
Instead of focusing on any one channel, BFSI brands are focusing on a multi-channel strategy which not only ensures that they reach a wider audience but also helps them in precise targeting.
“We have found that a multichannel content strategy drives the strongest trust with our audience. Digital channels like social media and YouTube, proves highly effective emotionally connecting with consumers. TV continues to deliver broad reach, supported by OTT and radio for high-frequency brand visibility,” Mathur said.
Digital channels and offline activations are also a hit amongst brands.
For Choice, social media—particularly YouTube, Instagram, and LinkedIn—has been a game-changer, with audiences responding strongly to video content that simplifies finance without being condescending. WhatsApp has also emerged as a valuable, trust-driven channel for community-based communication. In addition, offline activations continue to deliver results. The hybrid approach of digital-first content combined with on-ground trust-building touchpoints has proven highly effective for the brand.
Yes Securities, meanwhile, has benefited from on ground activations. “We see on-ground activations as not just touchpoints but trust-points. On-ground engagement is a tool to build trust, demystify finance, and drive community-based impact,” said Bhandare. He added, “In an industry that is often perceived as complex or intimidating, face-to-face engagement remains one of the most effective ways to humanise the brand, build emotional and social equity and make financial education more relatable.”
As digital engagement intensifies, influencer marketing, particularly via finfluencers, is increasingly getting adopted by the BFSI brands.
A report by The Goat Agency (WPP Media) and Kantar underscores the rising influence of content creators in the consumer journey: 63% of users turn to influencers for product discovery, 69% for information, and 60% for purchase decisions. Trust and credibility remain the key drivers behind these partnerships, cited by 70% of brands, with the BFSI sector showing even greater reliance at 77%—highlighting its growing dependence on influencer-led strategies to build consumer trust and engagement.
“Finfluencers can be powerful when used responsibly and transparently. They bring relatability to complex topics and help brands humanize their messaging. But it’s a double-edged sword. Misalignment or overpromising can invite regulatory scrutiny, especially from SEBI. The safest route is collaborating with credible voices, backed by compliance frameworks and clear disclosures,” said Mankad.
Thus, content has firmly established itself as a long-term strategy for BFSI brands. In a sector built on trust and credibility, content serves as a powerful tool not just for awareness, but for education, engagement, and sustained relationship-building.
Mankad noted that BFSI products are increasingly commoditised. One, FD rate doesn’t differ much from another, so trust becomes the differentiator. “One of our clients is already treating content as a moat—investing in SEO-driven financial literacy hubs that not only build trust but also rank organically and reduce paid CAC.”
As consumer expectations evolve and digital ecosystems grow more complex, content is no longer optional, it's integral to how BFSI brands connect, convert, and retain their audiences.
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