LESS PERSUASION, MORE PRESENCE

Kaushik Chakraborty explains how Tata Capital is cracking the long game in financial marketing.

- By Team BrandSutra

Marketing within India’s financial services sector is becoming increasingly structured, data-driven and aligned with long-term business objectives.

As product parity rises and customer acquisition costs climb, institutions are reevaluating how they build relevance. According to Kaushik Chakraborty, Head of Marketing & Corporate Communications at Tata Capital, the past year has been defined by a deliberate focus on sustained brand presence rather than short-term visibility. “Our core marketing priority has been to remain top-of-mind while reinforcing Tata Capital's foundational values of trust, customer centricity and future readiness.”

One of the notable shifts in the brand's approach has been a move away from fragmented, campaign-heavy communication. Instead, marketing activity has been anchored around building long-term brand equity, with key milestones — such as the IPO phase — used to enhance relevance.

A Shift From Campaign-Led Thinking

“Trust is strengthened by demonstrating clarity, consistency and genuine customer focus.” Simplifying complex products, communicating transparently, and delivering reliably on promises are not marketing tactics, but long-term commitments.

Over time, such consistency deepens confidence, particularly when brands remain dependable across market cycles.

The Power Of Participation