Fikar Not Says Fino's Brand Ambassador

Anand Bhatia, CMO, Fino Payments Bank shares details of the journey to appointing a brand ambassador for the bank and planning the creative and media:

- Manoj Agrawal

Manoj Agrawal: Fino Payments Bank has appointed Pankaj Tripathi as its brand ambassador. When was the need felt for a celebrity as brand ambassador and what criteria were set for fitment with the brand?

Anand Bhatia: In our business it is important to humanize the brand. This needs a personification of the brand in a form which the target audience understands and associates with. And this is where having a celebrity associate with the brand makes a big difference. It makes this personification easy. The celebrity in effect becomes an ‘influencer’ and a nudge for the TG to- buy into a brand, stay associated. Not to mention the impact it has on the ability to cut through clutter.

For us Pankaj Tripathi was the perfect fit!

When we embarked on this journey we were very clear about making the process as scientific as possible. It is easy to get swayed by ‘opinions’ and everyone would have a view! Hence we were clear on making exercise incredibly objective.

We used the Aaker Brand Personality Model. We listed out our brand attributes and the key personality traits of our brand. Fino as a brand is strongly associated with Sincerity and Competence as a core trait. In particular, attributes like Real, Hardworking, Sincere, Competent are strongly co related to Fino.

We worked with Ormax Media that has been rating personalities with the various attributes listed in the Aakar Model for almost a decade. This is basis primary data collected from consumers.