Gagan Singla – CMO, Angel Broking
In the World of Digital, business success depends on two prime factors, the product and the value it delivers. We give significant emphasis on “Outside-In view” than the other way around hence, HIPPO (Highest Paid Person’s Opinion) doesn’t exist. We deploy intense data analytics and AI to come up with a star product as well as its perfect positioning.
The heart of a business success lies in its marketing. How have you been crafting such marketing objectives for your company that your customers find credible and aligned with their values?
In the World of Digital, business success depends on two prime factors, the product and the value it delivers. Before any launch, marketers generally ensure the MVP (minimum viable product) but at Angel Broking, we bet our bucks on MMVP – Minimum Marketing Viability of the Product. We make sure that the product demonstrates not just strong utility and performance value but also has immense marketing value. We believe MVP is a concept of the cautious whereas MMVP is the concept of the bold. Take for instance, Steve Jobs – He never thought about MVP of his products rather, what was more important to him was their MMVP. His products were always a class apart and hence he could vet their MMVP. Likewise, we too ensure our products deliver something so unique and valuable that the customers just cannot afford to ignore and thus ensure their MMVP.
- The Perfect Brand Image”- what do you perceive from it and what all goes behind its creation?
The perfect Brand Image for me is when the customer perception of my product is “IT WORKS”. This may sound really simple on surface but, if one digs deeper, this clearly states – the promises that you have made to the customer are being delivered as desired and hence the customer now sees you as a reliable and trustworthy partner without any second thought. When that happens, the functionality of the brand is transcended by the positive perception of the brand that we’ve created in the customers’ mind by delivering on our promises every time. This automatically translates into credibility, loyalty and advocacy.
We give significant emphasis on “Outside-In view” than the other way around hence, HIPPO (HIghest Paid Person’s Opinion) doesn’t exist. We deploy intense data analytics and AI to come up with a star product as well as its perfect positioning.
- Angel Broking enjoys a significant share of Indian market. What are the challenges that the brand faces in the market?
Every brand faces the risk of death, especially in Financial Services, which is a VUCA world. Staying relevant in such a dynamic world is indeed a challenge. Our innovation DNA is the biggest reason of sustained success and market leadership in serving the retail investing population.
- What is your prime focus for retaining customers?
We deal with consumers’ hard earned money; hence, customer experience alone doesn’t suffice, we also need to deliver a true value. We deliver true value to our consumers through good financial service and by empowering them. We constantly raise the bar through empowering our customer by deploying AI and machine learning which makes them more intelligent. And yes, when I say AI, its in the true spirit and not just showing them humanoids.
- In an industry so dynamic, how do you comply with respect to changing trends, behavioral pattern and expectations of society?
Innovation is in Angel Broking’s DNA, dynamism is something that we breathe. Having said this, we consciously focus on being relevant to our consumers’ needs.
- One thing you wish to change and one thing you wish to retain about your industry.
I wish to change the way consumers look at Equities. Equities are one of the best assets to create wealth but the consumers always end up seeing it as a risky investment option. What they fail to see is that Equity is not risky but volatile and volatility can be easily managed through intelligent planning. Especially when the fact is, no investment asset is in reality risk free in nature.
I wish to retain the one thing that I love about this sector. This sector has endless possibilities of integrating and absorbing technology and analytics. I come from a consulting background and that too analytics inclined and I must confess that these possibilities here, are beyond any other sector.
- How do you think marketing has changed over time?
Marketing has not changed, but the need for marketing has increased. Today, the most scarce resource in the world is Human Attention and the core of marketing lies in grabbing the same.
- Does data play a larger role in media planning (pre campaign) or in gauging the efficiency of a media plan (post campaign)?
Data has become an integral part of our Digital Lives. Digital Mediums generate data real time and hence data during the campaign is of prime importance.
- What things fascinate you the most when you travel?
I always look forward to experiences more than anything else
- What are your hobbies?
I absolutely love to solve puzzles.
- What is a Sunday to you?
Time for a sound sleep and a day for my kids.