Aparna Mahesh joins BankBazaar.com as Chief Marketing Officer

Previously, Mahesh worked with FreshMenu as chief marketing officer.

In a recent announcement, online financial services marketplace BankBazaar.com, has appointed Aparna Mahesh as chief marketing officer. Based out of Bangalore, Aparna will lead the company's marketing strategies, to drive the next phase of growth at BankBazaar.

Aparna comes with long experience in building successful brands across industries, both nationally and internationally, in a career spanning close to two decades. She joins BankBazaar from FreshMenu where she was the CMO. Prior to this, she headed brand marketing at Quikr.com and was responsible for driving the numerous marketing campaigns that have made 'Quikrrrr' a household name today.

Commenting on the appointment, Adhil Shetty, co-founder and CEO, BankBazaar.com, says in a press release, “We started our journey with a digital-only strategy aimed at the metros, as that is where the bulk of our customers existed then. Today, cashless, paperless finance is gaining acceptance across India, and it is time to revisit our marketing strategy. It is the time we look beyond the online space exclusively and reach out to more people than ever through mass media as well. As we explore newer strategies and experiment with other media, we are thrilled to have an industry stalwart like Aparna to support us and guide our efforts.”

Predominantly a digital player, BankBazaar has made a mark with its award-winning digital ad campaigns. Of late, there has been a shift in BankBazaar’s marketing strategies, with the most marked change being the brand’s return to the television medium after more than 30 months. BankBazaar is looking at TV as one of the ways to reach more users in a rapidly growing financial services market in the country. With Aparna at the helm, the brand plans to experiment on a much bigger canvas than ever before.

Sharing her thoughts on her new role, Aparna, says in a press release, “Fintech in India is a sector that is seeing tectonic changes, thanks to the push towards digitization and a long overdue improvement in financial literacy among customers. Like in every other sector, the need for digital, reliable, and instant solutions has made innovation absolutely critical. BankBazaar is a pioneer in this space and with their push on paperless solutions, they have demonstrated a steadfast commitment to keeping the customer at the heart of everything they do. I look forward to working closely with the founding team to further strengthen the brand and its connect with customers.”