Sai Narayan on AI and automation and social media

so let's let's talk a bit about insurance and and and branding I mean insurance is a great mystery to many a black box and and if I if I dare say so for some people possibly not the most exciting thing they can think about right maybe they need it maybe they don't need it we had Yashish Dyer on another show and he talked a bit about changing that whole mindset from from sort of pushing something at some of some other consumer to them pulling it in talk to us a bit about that side yeah absolutely I think insurance is pretty much the most boring category and I've been in this boring category for past ten years now and but I can guarantee you that it is the single most

important product that a consumer should have in in his portfolio beta health insurance or term insurance and current children's pretty much mandatory I'll quickly tell you a short story before I move into the push and the pull before this I used to work in another insurance organization where one of the sales head had once come to me and said that looks I whatever advertising or marketing you do it doesn't matter because we are the people who want to sell the product and the it pushes what something works and cut to when I joined policy was our end this yes she shared this you know dream of getting Indians on a platform like policy was our way that people come and compare it was it really challenged

me that you know how does how does how does one do that and the solution was pretty much simple that you know there was no education around a product called insurance because as we said earlier it's pretty much a boring category and no one wakes up in the morning thinking about insurance they have other worries but if you actually talk to them about the the importance or or you talk to them very clearly and educate them very clearly about why do you need it then there is no way that they won't come to you like for example what was happening in the category is that a lot of the players were talking about insurance but not actually calling a spade a spade in their communication like you know people who are

talking about your life will be very good if you take insurance you know the all the positive aspects about insurance but no one was talking about the death or the family you know what will happen if you're if if you're not around and what will happen to your loved ones so in our communication we call a spade a spade maybe we've been accused of you know slightly our communication is on the negative side but we used to do it with the tongue-in-cheek so that kind of you know really woke up people to actually log on to the site and you know come to and start searching for it so you're you're huge basically so you're humanizing this otherwise dry topic and as a brand you're kind of as much

like a teacher mentor brand as you are a professional services brand yeah so what we look at it really our brand is pretty much a reflection of how passionate uh policy bazaar we call ourselves pvians you know how passionate we are about uh educating indians about uh understanding uh insurance as a concept so so that that kind of you know uh trickles down on the personality of the brand also well and thinking about this my grandfather was an insurance salesman in ireland and he was a very passionate man so they're they're not incompatible but but so he talked to us a bit about about the yin and yang of traditional marketing and digital marketing i mean some people think they're you know

effectively different families other people think they're cousin brothers or cousin sisters where are you at and how do you how do you flip between the two uh i've been a marketer since uh there was this news that you know digital is going to come digital is going to come you know there was a lot of this noise till we realized that we're in the middle of digital revolution so uh i think uh uh the traditional and digital marketing we should not actually look at it's not that binary at note one one has to do digital material marketing or digital marketing now i think it's time that marketeers just look at consumer the consumer should be put at the center and say that you know where is the consumer and

this we need to market towards that uh if the if the reach is coming from say traditional marketing one should be there if the uh if the cost uh if the reach is coming from the additional one should be there so it should the our entire uh uh media mix needs to be pretty much uh a combined effort of uh traditional and uh with with the central guiding idea that the consumer is your north star absolutely absolutely and and you know to be honest you know the consumer is pushing the technology it's not the other way around you know the adoption uh adoption of the consumer to technology or the digital is will push the brand to uh be there like for example 10 years down the line uh someone who's born in the era of

uh instagram and uh uh uh ai uh today the consumer is born in this era yeah the 10 years down the line you pretty much have to be uh there uh uh where the consumer is okay and just just staying on digital as as the final thing i mean here we are this used to be a digital media asset now it's a a television media asset plus digital everything's changing where's all this going jay and and and and and what do you see as the big challenges in the future uh so uh if you ask about uh ask policy bazaar about the biggest challenge uh the biggest challenge is still uh the consumer inertia uh for us uh how do you how do we battle it uh how do we uh overcome that

because uh the the the task for us is to still and wake up the consumer and get him to our side so that is one big challenge uh from a category point of view uh from a media point of view again uh one has to be uh one has to be constantly ahead uh of the curve because you know every every day the adoption of uh media is uh of consumer consumers using the media is pretty much evolving and changing on a daily basis so uh we would one needs to be uh extremely ahead of the uh consumer and and keep testing uh new platforms and keep experimenting with new uh platforms to uh to be pretty much there okay so i say stay alert you look pretty alert and you're you're building a fantastic brand thank you so much for being on trailblazers