Publicis and Facebook create Financial Services Forum to address needs of BFSI brands

By Aditi Srivastava , afaqs!, New Delhi | In Digital | November 04, 2015
The day-long event is being organised at Trident, BKC in Mumbai on November 4, will see leaders from Facebook and Publicis sharing examples of businesses driving growth through Facebook.

Publicis Groupe and Facebook have come together to create and host a first of its kind event that addresses brands in the banking, financial services and insurance categories (BFSI). The event called, 'Financial Services Forum', is going to take place at the Trident , Bandra Kurla Complex (BKC) in Mumbai today where key trends in the industry, consumer insights, challenges and solutions, case studies and recent progress in the measurement area in the BFSI sector will be addressed. Together, the leaders of Facebook and Publicis will also share examples of businesses driving growth through Facebook. Such an event gains more prominence due to the fact that,today more than 130 million people use Facebook in India of which nearly 90 percent access Facebook via a mobile device. Hence, the correct understanding about such a staggering user base is sure to help brands leverage their cause to the intended target audience in the right manner.

Anupriya Acharya

Kirthiga Reddy

Hanley King

Anupriya Acharya, group chief executive officer, ZenithOptimedia Group, which is part of the Publicis Groupe, says, "These are exciting times for both the BFSI sector and Digital media. The Indian government's push on added licenses for banking to promote financial inclusion and the call for a digital India provide the perfect setting for a forum like this. Our digital marketing brands have extensive experience in the BFSI segment and have made much progress on even testing out how platforms like Facebook can make a difference to this segment. I look forward to some interesting learnings being shared at this forum."

According to Kirthiga Reddy, managing director, Facebook India, the financial services sector in India was amongst the first industries to adopt digital. "The consumer's shift from desktop to mobile requires a paradigm shift. This forum is the coming together of experts from across the spectrum - marketers, media and creative agencies, technology partners, and publishers - to leverage the power of personalised marketing at scale to drive awareness of new and existing services, grow businesses and deliver extraordinary customer service for banks, insurers, credit card issuers or any other part of the financial services ecosystem," says Reddy.

Hanley King, chairman, Starcom MediaVest Group, comments, "Driving real world business and marketing deliverables today has to be driven by large and complex consumer data sets. Facebook is at the helm of this form of marketing. We have been able to leverage its user data and its ability to customise marketing efforts through custom audiences and website integrations to drive tangible sales uplift and build deeper consumer relationships to improve lifetime value of customers. The direction that we are seeing Facebook take by introducing audience data-based solutions such as Atlas is inline and lies at the core of our principle of driving precision marketing at scale. Through this event, we hope to help our clients in the BFSI space to move further down the path of precision marketing and get excited about the possibilities the platform has to offer."

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