“Moment Marketing in BFSI Must Balance Relevance with Responsibility,” said Senthil Kumar Hariram
Date: 25th August 2025, 10:00 AM
Location: Mumbai
Brands are increasingly employing moment-based marketing to connect with consumers quickly, but those in the BFSI sector must take a very responsible and deliberate approach. Senthil Kumar Hariram, Founder and MD of FTA Global, explains that while following trends can help gain exposure for brands, it can also negatively impact their reputation if the brand's tone and the corresponding trend do not match with what financial services are about.
Senthil points out that the financial services industry operates in a very sensitive environment where trust, credibility, and clarity are paramount. Therefore, engaging in trending conversations solely to gain attention could create a disconnect between the brand's tone and core values, leading to a negative perception of the brand. Brands should not jump onto the trending conversation of the moment without evaluating whether or not their participation adds value and relevance to the overall conversation.
He believes that moment-based marketing should be driven by context and sensitivity, not expediency. Brands should focus on contributing something of value either by providing insight, clarity, or engaging meaningfully with consumers, rather than simply adding to the noise. Brands that create campaigns in this manner will seem more relatable and human to consumers while remaining credible.
Moment marketing adds real value to businesses by reinforcing consumer trust through communications between the brand and the consumer. Each message builds the consumer’s confidence in the brand rather than taking it away; this is especially important in the banking, financial services and insurance (BFSI) sector, where consumer decisions are based on trust and long-term relationships.
This viewpoint reinforces that the success of moment marketing isn’t just about participation, but also about finding a proper balance between engagement and trust. Brands that focus on relevance, accountability, and value creation will be in a stronger position to build significant relationships with their consumers without sacrificing brand integrity.
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