“Moment Marketing in BFSI Must Balance Relevance with Responsibility,” said Senthil Kumar Hariram

Date: 25th August 2025, 10:00 AM

Location: Mumbai

Senthil Kumar Hariram stressed the importance of responsible marketing in the BFSI sector, pointing out that while moment-based marketing has the potential to be very effective, it can be detrimental if not approached with care, particularly in the case of financial services. When considering how to engage with real-time events, it is essential for brands to think about the sensitive nature of financial services.

Jumping on trends just for visibility can lead to negative publicity for a brand, because they do not fit in with the tone, values and responsibilities of the brand. Rather than trying to find a way to participate in real time events that will garner attention for the brand, moment-based marketing should be based on relevance and sensitivity; therefore, helping to create meaningful messages rather than just adding more noise to existing noise.

According to him, true engagement comes from adding something of value to the conversation, and, therefore, to produce a favourable result through humour or by looking for ways to become viral in nature. When executed properly, moment-based marketing can enhance a brand's image as being relatable and human without compromising its credibility.

The most important thing in moment-based marketing is to have the correct balance between the level of engagement and the level of trust, thereby providing each time a brand's messaging is communicated, it enhances the trustworthiness of the brand and does not detract from it.

To read the full story: Link