What Anjali Malhotra Nanda teaches about brand purpose

I really find I feel that women need to find their own identity and that confidence. So one kind of area which has always been a challenge or a misnomer misconception is sometimes Indians confuse or we confuse investment and insurance. So how do you kind of handle or deal with that as a brand? Everywhere else the primary purpose of insurance is protection. So it is in India but we don't look at it like that. For us it's yet another investment class. You do it for tax planning or you do it for the growth of money or wealth creation. And

whilst that happens and I'm not saying that does not happen but that can't be the primary purpose for it. If you were to sheer look for growth of money you can actually you know play the market right and and that would probably be a more useful way to expand your wealth faster. Right. But the purpose really that insurance plays is the sum assured which guarantees the achievement of your goal notwithstanding whether you're there or not. Now if you were to park your money say in another asset

class say I'm just taking mutual fund for an example and something would happen to you five years down the road you only get you know wherever your fund value at that point is. But if you had an insurance plan you would get not just what your fund value is you would get the entire sum assured. And that's where the guarantee of the goal comes in and that's a difference between using any other asset class for goal achievement versus using insurance for goal achievement. So it's protection of your goals

in a sense. Right. Which kind of overrides the fact that yes there is a increment in my you know wealth so to say or parking my funds in as an asset class which does get done but I think the protection is the bigger factor which people tend to override. And I think part of the education that we're doing is also continuing to reinforce the fact that how important protection is. Right. And protection is not just life it's also health because all of those can impinge upon what we want for ourselves and our dear ones

and whether or not we'll be able to make them happen. So how do you leverage digital today to actually reach out to the right audience and you know spread awareness let them know what's happening and communicate in a better way. So I think like all other brands we too tell stories online because that's where consumers are. Right. But it's not just about that. Right. You know clearly we would do activities around insurance awareness. We would do we found out areas where there are gaps and we feel that that's an

area we can you know maybe bust some myths and do stuff like that. We were talking earlier just before this about the women campaign that we did we said women were underinsured. Right. And they are underinsured because they're housewives and we are guilty of not really associating financial value to them and then we we say they are not insurance worthy. However we actually did this whole thing of saying they're worth women she's worth much more. So idea is to use this medium not just to educate. Right. But also

to create propositions. For instance when we launched this heart care we actually created an interesting digital engagement or idea around what is called the heart age calculator. Quick five minute tool completely credible powered by WHO in terms of the stats that it brings to you. But in a few seconds tells you whether your heart age is higher or lower than your you know real age. And it's an interesting engagement tool but tells you that I need to do something about myself whether it's higher

or lower irrespective. It just brings the context back to saying my heart is important. Yes and it's an interesting way to do it. It's an interesting way to do it. Yeah so those are some of the things that we're trying to do to make ourselves more relevant to customers. Despite the fact that you know there is a requirement for women on boards we still see a lack or not the amount of women that we should see in terms of main leadership roles. How can this become better in your view? So you know the number of women

graduating from college is possibly about 40 percent or so in a gender ratio. The number of women entering workplaces roughly around the same 40-35 to 40 percent but by the time you go through the layers and come to the top the numbers actually dwindle to as low as three or four percent. I really find I feel that women need to find their own identity and that confidence. Like for instance I found myself as the only woman in many many social fora or corporate. But there's a time when you get comfortable in your skin

and it stops to matter what gender you are because at the end of the day it's your deliverables, your performance and your outcome that matters. Right. Beyond your gender and that kind of overrides and once you find that you realize that you're home and that's when people will turn around and say we've got to respect her notwithstanding her gender.