"Banking is arguably the only industry where you might have to stand in a line to get your own money " - Chatting with Anoop Manohar, CMO Axis
Not many can tolerate my incessant questioning, and answer patiently, so of course I am grateful to have such mentors. I repay my debt, by subjecting them to more. The first was the “Why Axis?”, having decades of experience in FMCG having worked in HUL, Fritolay, and Coke, why the shift? Anoop took me through the decision-making process, and the pro was the kind of learning it offered, previous designation holders were from FMCG backgrounds which validated that the company would be open to new thinking. The con is that marketing in a bank is not core, it is often looked at as a support function. But from the conversation, it was clear that this was indeed what gave him thrills. To build a vision and change mindsets, little by little, is after all a worthy endeavor. Because in our hearts we all love when an underdog wins, because that is how we see ourselves, and the marketing function is a bit like that underdog!
Unlike a typical FMCG, which is product-led marketing, banks are service-led, which means the ~1 lac employees are your touch points. How they make your customers feel is essentially how the brand POV will play out every day. Which is a reflection of the culture of the company, I asked Anoop how he would define culture. There isn't a word to define culture, it is an amalgamation of many things, it is a feeling, that pervades the organization, you feel it when you walk into the offices, the factories, when you chat with people, even the external partners and customers feel it. So I asked him to describe the culture in one word for the various companies he worked for. As he put it, Coke -> Storytelling, HUL-> Excellence, Frito Lay -> Entrepreneurial and Axis -> Open. The thought behind "Open" which is the brand's POV also came from research with the employees.
As we discuss banking, Anoop makes a point that is probably the only industry that takes your money and still makes you stand in line. Also, the reason why we see so much disruption in the financial services industry. Having managed so many teams, across functions and even geographies, I asked him for some advice on the same. When hiring, hire people not like you. A complementary skill is what adds value to the team. And build the team you get, give them a vision, and let them go after it in their own ways. Anoop also believes that personal lives do have a bearing on what we bring to work. And since he is sincerely interested in the same, he is able to extend the support when the team needs it. But of course, the caveat is, if you are not the type of person who is comfortable building personal relationships, do not attempt it, because insincerity can be detected from a mile away.
As we discussed favorite campaigns, he told me how "campaign" is a very TV-forward way of thinking. At Axis, the focus has shifted from talking "at" consumers to having conversations. Success metrics on social media posts are not views, but engagement, which are people liking, commenting, and sharing the content.
Next, I asked, what was the last thing he changed his mind about. He is now more fluid about the size of communication, rather than trying to meet the platform requirement like a 20s non-skip or 15s reel, he believes in storytelling. The story must land, and if it is good enough, people will spare time.
Finally, we end with advice for young marketers– Be curious. And remember in the long term things even out, so pick roles basis what you can learn, not basis where your peers are. There will be many variables in life that you cannot control, control the one you can- that is you!