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Branding & Marketing 

How Advertising Plays a Pivotal Role in Boosting Financial Literacy.

The Evolution of Financial Advertising in India Financial services advertising in India has come a long way in the last decade. What used to be plain text heavy advertisements for bank fixed deposits or life insurance policies now encompass a wide range of creative and engaging campaigns across mediums. This advertising evolution has played a key role in spreading financial awareness and literacy among the masses. The Target Audience – Connecting With the Masses Earlier, financial advertising targeted the typical 45–60-year-old male audience assumed to make key financial decisions for the household. However, the new wave of financial inclusion requires engaging everyone – be it homemakers, young earners or college students. Today’s advertisements need to educate different demographics about critical aspects like savings, investments, insurance, retirement planning and taxes. Brands are creating campaigns that simplify financial concepts using relatable situations and regional languages. For instance, HDFC Life’s campaigns around “Sar Utha Ke Jiyo” highlight the need for retirement planning to maintain your lifestyle during your golden years. Harnessing Regional Media and Languages According to the latest BARC data, regional language channels have surpassed Hindi entertainment channels in terms of engagement. Regional advertising expenditure has also gone up by 16% as per a recent Pitch Madison report. Leading BFSI brands are connecting deeper with Bharat by using regional languages, culturally relevant situations and homegrown media like folk performances. For example, HDFC Life did a roadshow themed “Mooh Maange Money” in Punjab to raise awareness about retirement planning in a fun, engaging way. Brands like Muthoot Finance and Manappuram Gold Loans have been consistently running campaigns customized for the Southern markets. Simplifying With Storytelling Today’s financial advertising relies heavily on storytelling – be it a short film, a quirky song or even spoken-word poetry. Brands are moving away from jargon-heavy advertisements to creative concepts that simplify money matters for the average Indian. For instance, SBI Life’s web series “Main Aur Money” starring Renuka Shahane broke down complex topics like stocks, market volatility and life insurance in a humorous, conversational style. Brands like Groww have taken storytelling a notch higher with animations and gamification elements to make investing entertaining and effortless to understand. Their ad campaign tagline “Mutual Funds Sahi Hai” went viral for its catchy jingle spreading awareness on investing. Educating Through Real Life Role Models Financial advertising has evolved to be more inclusive with the use of relatable real-life characters to promote positive money habits across genders and generations. Brands are moving away from the stereotypical financially savvy male protagonist in ads. For example, policy bazaar’s web series “Not Fit” shatters the myth that homemakers cannot understand finances. It sends out a progressive message that being financially literate is necessary for women too. Similarly, Max Life Insurance’s campaign “India Ke Liye #PapaHainNa” sensitively portrays the emotional side of fathers planning financially for their child’s future. Such ads that tug at the heartstrings spread awareness of financial products in a memorable way. Celebrity Power With Responsible Messaging India loves its Bollywood stars and cricketers. BFSI brands are leveraging celebrity power to capture eyeballs in an increasingly cluttered market. However, instead of just putting a famous face for name recall, financial ads today embed responsible money messaging and literacy within them. For instance, footwear brand Campus’ ad film “Invest Karo, Party Karo” features brand ambassador Ranveer Singh giving witty and wise advice on investing first and then splurging on luxury to millennials. Similarly, gems and jewelry e-tailer BlueStone’s campaign “Zaroori Cheeze” with brand ambassador Rajkummar Rao humorously nudges young earners to prioritise financial security over short-lived material purchases. Empowering Through Digital Education Digital adoption in India has boomed exponentially post-pandemic creating a fertile, cost-effective channel for BFSI brands to spread financial literacy. Mobile-first players like Groww, ETMoney, INDmoney have launched slick app interfaces offering curated research, visual explainers and DIY tools to make investing simplified. Other older banks like HDFC, ICICI and large insurance companies are also strengthening their digital content offering through informative blogs, eBooks, animated videos and podcasts. Gamification is also trending with personal finance mobile apps like FamPay encouraging responsible money habits among teens through tasks, rewards and visibility on spending patterns. Interactive Approach on social media One of the most integral pillars of new age financial advertising is snackable content tailored for the hyper-connected social media audience. Brands are leveraging Instagram Reels and YouTube Shorts to deliver bite-sized financial wisdom. Tips and tricks on filing IT returns, selecting the right insurance covers have also become fodder for topical trends like #lifehack, #learnontiktok. Infographics such as Instagram stories and Twitter threads are gaining traction to simplify complex money matters through visual storytelling. Celebrating Progress with Positive Reinforcement As per a S&P Global FinLit Survey, India’s financial literacy rate stood at 76% in 2021 – a stark improvement from 2013’s 35%. An ASSOCHAM report also found improvement in awareness levels on aspects like financial planning, risk management and financial products. While a lot is yet to be done, these are significant strides that financial advertisers can reinforce through positive storytelling. Brands are shifting focus from hard sales pitches to celebrating small progress and change. For example, HDFC Mutual Fund’s ad campaign “Start Small” has been applauded for its nuanced communication. It gives the message that irrespective of current income levels, anyone can start investing small and see their money bloom. Such ads, rich in hope and diversity implicitly boost overall confidence in managing money better. Financial advertising in India has indeed mirrored the progressive Times, transitioning from cold product pitches to creative storytelling that simplifies personal finance for every Indian household. This evolution has played a pivotal part in raising money consciousness across metro and non-metro audiences, thereby lifting India’s financial literacy index. With digitization enabling further reach at low costs, brands will continue to drive engagement and education through innovation in their communication campaigns. After all, a financially literate India is the first step to building individual wealth and fuel India’s growth story.