Q] BFSI marketing operates under tighter rules than most categories. How do you balance attention with accuracy and trust?
BFSI is not the business of money, but the business of trust. You cannot buy it, you have to earn it. In a highly regulated category with multiple partners involved in delivering a service, everyone is responsible for building that trust. It takes a whole village to build trust, and if one part of the chain fails, the entire ecosystem suffers. So, there is no longer a trust versus attention equation. Visibility may earn consideration, but trust comes from being given permission to participate in a consumer’s financial life. As digital payments become part of everyday routines, trust has to be built into every interaction, rather than added later through advertising.
Consumers, particularly Gen Z, want reliability, security and simplicity, both in communication and in the product experience. Brands also need to be accountable when customers need help, not just visible when things are working well.
Q] What is the core idea PayU has been communicating to differentiate itself?
Our campaigns are both outward and inward looking: what we want to communicate and what benefits the consumer. Payments work best when they are invisible. If there is no problem, consumers rarely think about payments. That invisibility means the systems, payments and support are working as they should. From a brand perspective, we highlight the breadth of PayU’s presence across authentication, payments processing, consumer credit and business credit. We also use podcasts and other formats to engage the next generation of entrepreneurs who are building businesses where payments, payment gateways and credit are critical.
A central part of our brand-building is explaining digital payments simply, locally and relevantly, not just to consumers but to merchants.
Q] How is changing consumer behaviour influencing fintech communication?
Consumers are becoming more digitally experienced and experimental, but that does not necessarily make them more trusting. They compare brands quickly, look for proof and notice inconsistencies across both products and advertising. Communication therefore cannot rely only on product features, celebrity visibility or performance marketing. Brands have to explain how products work, why they are safe and what value they create.
For payments, that could mean helping someone understand a failed transaction or a fee. Brands have to be contextual, relevant and immediate. Creative communication will continue to generate attention, but it needs to be built on clarity, consistency and responsible behaviour.
Q] What does taking fintech deeper into Bharat require?
The next phase of digital payments growth will come from Bharat, but access alone is not enough. Consumers have different levels of familiarity with digital finance, languages and concerns around fraud or privacy. Two pillars matter: visibility and a clear reason to believe. Financial literacy is embedded in both. Brands need to explain why a product is necessary, what it does and how consumers can use it. Communication must respect different starting points rather than speaking down to consumers. For Bharat’s Gen Z, education can become an important part of brand building. Brands that invest in helping consumers understand financial products can build stronger, more sustainable relationships.
