In an exclusive interview with CXO Lanes , Vishesh Sharma, Former Bajaj Broking CMO and FinTech Marketing Leader, shares his insights and vision for the FinTech industry.
Vishesh Sharma also known as #RippedJeansCMO is a distinguished marketing professional who transitioned from journalism to the corporate world with remarkable speed. As the first-ever Chief Marketing Officer (CMO) at Bajaj Broking, a 100% subsidiary of Bajaj Finance Ltd, he established the marketing function from the ground up.
Vishesh’s expertise spans Organic Growth, Brand Communication, Content Marketing, Corporate Communications, and Data Analytics. He has worked with leading Indian brands such as The Hindu, Angel One, Atul Ltd, and Dalal Street Investment Journal. At Angel One, Vishesh played a pivotal role in transforming the company from a traditional stock broking house to a fintech leader and led the successful Retail IPO Subscription during the peak of COVID-19.
His accomplishments have earned him numerous awards, including Fintech Marketer of the Year by Nasscom, Corporate Communications Person of the Year by AdGully, and recognition as one of India’s Top 50 Influential Marketing Leaders by the World Marketing Congress.
In his leisure time, Vishesh organizes Urdu poetry sessions and delivers guest lectures at prestigious institutes like IIMs, IMT, and KIIT. He also serves as a jury member for major marketing awards, including Indian Content Leadership, AdWorld Showdown, and Drivers of Digital.
As a seasoned fintech marketing leader, can you discuss some innovative marketing strategies you’ve implemented that have significantly contributed to your success so far?
Vishesh Sharma : First things first, I have never considered myself a marketer. I am a storyteller who enjoys narrating stories to people in a language they understand, on platforms that are convenient for them, and in formats that are easy for them to engage with. Over the last couple of years, I have focused on simplifying the financial ecosystem for millennials and Gen Z in tier two, three, and four cities. In a nutshell, I simplify the complex financial ecosystem for “Bharat,” thereby bridging the financial gap between rural and urban parts of the country.
Secondly, I am a strong advocate for organic growth because it is more sustainable and scalable from a business perspective. As a marketing head, I have always focused on investing money (rather than spending it) in building assets that drive not only high-intent customer acquisition (Angel One being a classic example) but also better revenue per user.
Another factor that has contributed significantly to my success is my willingness to embrace innovative ideas and technology. Whether it was building a community ecosystem via Quora, Reddit, and Telegram (while the world was still focused on social media) or recognizing the importance of YouTube as the world’s second-largest search engine and not just a social platform, I have never been afraid to try new approaches.
All of these efforts together have contributed to my success, and I hope to continue delivering legacy-defining work in the fintech domain.
In the transition from traditional BFSI to fintech, what were some of the most significant challenges you faced in terms of customer adoption, and how did you overcome them?
Vishesh Sharma : First and foremost, we need to stop viewing BFSI and FinTech as separate entities. Embracing financial technology and evolving into a FinTech is the natural trajectory for traditional financial organizations. That’s why we witnessed SBI launching the YONO app, Kotak introducing 811, and Angel Broking transforming into Angel One.
Today’s customers are so empowered and informed that offering digital solutions is no longer optional—it’s a necessity. According to a recent McKinsey report, 71% of customers now use multi-channel communication, and 25% prefer a fully digital ecosystem.
From my experience, the biggest hurdle has been convincing the management to embrace rapid digital adoption. A decade ago, financial entities relied on physical investor education programs (IAPs). I remember I had to fight tooth and nail to get them to build a financial education platform that would cater not just to urban cities and pro traders but also to rural areas and first-time investors.
Let’s take another example! In the digital business ecosystem, staying connected to your audience 24/7 is crucial, but you can’t ask them to open an account every time you meet them digitally. Quality engagement and nurturing is the key. About a decade back, it was incredibly challenging for me to persuade the management to invest in a content-factory-like model. You’d be amazed to know that my initial budget for a podcast series was just Rs 3,000 per episode. Similarly, I was tasked with producing a full-fledged YouTube series on a shoestring budget of Rs 5,000 per episode.
However, as the results started pouring in, the budgets were, of course, increased exponentially.
Yours is one of the most heavily regulated industries. How do you balance the need for regulatory compliance with the drive for innovation in your fintech solutions?
Vishesh Sharma : You are right! I am part of an industry that is one of the most heavily regulated in India, and rightly so. Customers trust us with their money, making it imperative to have stringent checks and balances. Therefore, regulatory compliance plays a crucial role. However, this does not stop us from being innovative or creative at any point.
In my last four organizations (including Bajaj Broking), I joined at a juncture where the marketing function was either non-existent or in its initial stages. I have always ensured that I involve my compliance teams throughout these building phases so they could course-correct as and when required. Whether it was launching a women-led investor community for the first time at Sharekhan, introducing a product purely through content marketing at Angel One, or developing an OTT-driven YouTube channel at Bajaj Broking, I have always managed to work well with regulatory authorities.
Personalization and data analytics are at the core of modern marketing. How do you think modern marketers could use these insights for better customer experience?
Vishesh Sharma : From the days of marketers putting up random hoardings at airports to digitally selling a red shirt to someone specifically looking for one, we’ve certainly come a long way! Data analytics has profoundly changed how marketers engage with both prospects and existing customers. In fact, I would argue that data analytics enables micro-segmentation, offering not just personalized but hyper-personalized experiences. Marketers must understand that data collected through appropriate channels can significantly improve customer service and enhance brand loyalty as well.
As marketers, we must recognize that personalization in today’s landscape extends beyond simply addressing the target audience by their first name. It involves gathering accurate data about our audience, gaining deeper insights into their preferences, and crafting messages that meet their specific needs.
For some time now, I’ve been leveraging AI-based campaigns to incorporate personalized creatives that resonate with my target audience and drive specific actions. We have extensively utilized data to tailor different promotional offers to various segments, optimize content fields in lead forms in real-time, and employ multiple tags to identify interested groups.All of these efforts have paid rich dividends with better conversion rates and increased NPA scores as well.
With your extensive experience, what are some key lessons you’ve learned about digital transformation in the financial sector, and how have these lessons shaped your approach to leadership and strategy?
Vishesh Sharma : It is extremely important to understand that the fintech industry is characterized by rapid technological advancements and evolving customer preferences. For example, mobile payment solutions like Apple Pay and Google Wallet revolutionized transactions, but soon blockchain-based systems and decentralized finance (DeFi) started to emerge as the next wave. This continuous evolution means that solutions that are cutting-edge today can quickly become obsolete. To stay relevant, we must invest in ongoing research and development, stay ahead of trends, and adapt to changing regulations and market demands.
The fintech industry offers immense opportunities for growth and innovation. I have been part of this ecosystem for more than a decade now and can say with certainty that companies need to continuously innovate, deeply understand their customers, leverage data, maintain security and compliance, invest in scalable infrastructure, and foster an agile culture to thrive in this ecosystem. This is precisely what I have maintained as a marketing leader, and my strategy has always been built around these core pillars.
Looking ahead, what emerging technologies or trends do you believe will most impact the future of fintech in India, and how are you preparing yourself to stay ahead of these trends?
Vishesh Sharma : Artificial Intelligence is going to be the game changer for the fintech industry. In fact, through your platform, I want to dispel the myth that AI is used solely for creative purposes. If adopted well, AI can significantly enhance many aspects of the fintech ecosystem. For instance, a stock broking house could leverage AI to understand the personal preferences of the target audience when selecting stocks, allowing research analysts to suggest hyper-personalized stock recommendations. Another brilliant use case is for lending apps, which can effectively use AI to build predictive analytics for loan defaults. While some progress has been made in this direction, large-scale adoption is still far from satisfactory.
The emergence of one app for all financial needs would be another trend that is going to revolutionize how financial services are offered to customers. While there are apps which are already delivering some degree of super app experience, we are yet to come across an app which truly delivers an integrated experience. Of course, there are regulatory challenges as well, but I personally believe that a super app is soon to become a reality.
Lastly, a trend I am personally excited about is the retailization of wealth management services. Traditionally, wealth management has been offered primarily to high-net-worth individuals (HNIs) due to the associated resources and infrastructural costs, making it untenable for financial services providers to offer it to retail customers with smaller ticket sizes. However, some fintechs are developing technological solutions that will make wealth management affordable for the middle class. It will take time, but I am confident it will happen.
Reflecting on your journey, what advice would you give to aspiring marketers who wish to thrive in the rapidly evolving fintech landscape? What skills and mindset should they cultivate to succeed?
Vishesh Sharma : Fintech is truly entering a transformative stage, and anyone who is part of this transformation is poised for significant growth! In fact, reports predict that by 2027, the fintech market is expected to surpass $400 billion, with a 25% annual growth rate. This is massive and will certainly present opportunities for those willing to not just innovate but also take calculated risks.
It is imperative for today’s marketers to develop a growth hacking mindset and cultivate an approach that allows them to view everything from the customer’s perspective. It is crucial to spot ideas, identify white spaces, and ensure these ideas are implemented before they become mainstream.
And most importantly, embrace technology! During my guest lectures and panel discussions, I am often asked about the possibility of AI eliminating future jobs. I want budding marketers to know that any technology, whether AI, blockchain, or open source, will only help them deliver more effectively and efficiently. So, learn about the use cases, focus on building A/B testing capabilities, and deliver great campaigns!