Social Media is the real-life barometer of customer sentiment, Axis Bank’s Anoop Manohar

The marketing head opens up the ethos of the bank, the importance of authenticity, why digital media is unique, why Quora is interesting and much more.

The final guest on our series Marketing Thought Leaders features Anoop Manohar, the man spearheading marketing for one of India’s largest banks, Axis Bank. With over 2 decades of experience across The Coca-Cola Company, Hindustan Unilever and PepsiCo, Anoop in a conversation with afaqs! opens up the ethos of the bank, the importance of authenticity, why digital media is unique, why Quora is interesting and much more.

The thought leadership initiative aims to highlight a marketer’s mindset to reach a high-intent audience and the dynamics of consumer behaviour. The series is supported by Quora for Business.

Edited excerpts:

At Axis, we’re not just about our products and technologies but an indispensable human element is involved, which is our ethos. We’ve coined it as Dil Se Open - which is more than a marketing idea but a part of our DNA.

Our USP is that we bring warmth, care, kindness, openness and intuitiveness to the table. This is what nurtures the consumers’ long-term trust in our brand. Then at the right point, when the intent happens for different products, we appropriately leverage the relevant marketing approach.

Another trend is blending the communication and content as per the customer’s wants. The future is more equitable with more power moving consumers from the brand.