What Sharad Mathur teaches about brand purpose

Any queries customers are posting there or concerns, we make it a point that we address as soon as possible and engage with the customer. Insurance is a very tricky category for consumers because there are so many caveats, there's so much confusion. So how do you strategize your marketing? You are absolutely right that insurance as a service product more than a tangible product. Customers want to understand more before they make a decision. So in every product, every category that we have for our customers, we put a lot of

information, what is covered, what is not covered and the highlight is what is not covered so that knowingly they make a decision and all our sales force or online mediums have this information and well articulated. What role does digital play here and how effective it is as compared to other mediums? Digital is very effective because nowadays, you know, every customer is having a handset with data so he has access to information whether related to various insurance companies, various products

and plants. So they go through in very detail what is the price, they do price comparison, they want to know, coverages if price is low, they are very careful that it should not lead to less coverages with low pricing. So after you know, understanding all this, they either make a purchase online or they get back to the agent and guide that you know, this is what I want to buy because of these reasons and after vetting it through the agent as well, they make a decision. Unlike earlier where you know, agents used to

tell customers or guide customers, you buy this product and it used to be limited to this much, the entire interaction and deal closure. Now there is a discussion related to more coverages, exclusions, add-on premiums, add-on coverages and total premium, everything in very detail. How much do you rely on branded content to ensure that consumers get the right information? Branded content has a lot of role to play. You cannot have a same communication package for all. So you know, like for retail customers, we have a blog for

corporate clients, we also you know, keep sending emailers with a lot of specific information related to risk management or more specific coverages or maybe say for our distribution partners, we have infographics. So we keep everyone informed because it is also attention span with the kind of communication you are using for different audiences. You have a huge business opportunity in millennials, how do you attract them? Again, you know, reaching out to various social media, we have a very good, you know, robust

team which manages social media and customer engagement and inquiries customers are posting there or concerns. We make it a point that we address as soon as possible and engage with the customer. So I believe, you know, a lot of these young population are getting attracted if they get, you know, same kind of a response they are expecting and speedily and lots of information which is beyond insurance. You know, just to cite an example, like when we talk about health insurance or any customer wants to know more, so we go beyond that,

you know, health tips or say for motor insurance, safe driving tips that that makes these people create more comfort around our brand. Tell us a bit about Sharad Mathur outside of the workplace. Oh, outside workplace it is, you know, more reading business and economy stuff, magazines, seeing, you know, various news items on digital and it is outside insurance. So that gives me a perspective what's happening which I can, you know, bring back to my business and leisurely some, you know, television programs. So