BankBazaar.com appoints Aparna Mahesh as CMO

BankBazaar.com, the online financial services marketplace, has appointed Aparna Mahesh as the CMO. Based in Bangalore, Mahesh will lead the company's marketing strategies to drive the next phase of growth at BankBazaar.

Mahesh has experience in building successful brands across industries, both nationally and internationally, in a career spanning close to two decades. She joins BankBazaar from FreshMenu where she was the CMO. Prior to this, she headed Brand Marketing at Quikr.com and was responsible for driving the numerous marketing campaigns that have made 'Quikrrrr' a household name today.

Adhil Shetty, Co-founder and CEO, BankBazaar.com, said, “We started our journey with a digital-only strategy aimed at the metros, as that is where the bulk of our customers existed then. Today, cashless, paperless finance is gaining acceptance across India, and it is time to revisit our marketing strategy. It is the time we look beyond the online space exclusively, and reach out to more people than ever through mass media as well. As we explore newer strategies and experiment with other media, we are thrilled to have an industry stalwart like Aparna to support us and guide our efforts.”

Of late, there has been a shift in BankBazaar’s marketing strategies, with the most marked change being the brand’s return to the television medium after more than 30 months. BankBazaar is looking at TV as one of the ways to reach more users in a rapidly growing financial services market in the country. With Mahesh at the helm, the brand plans to experiment on a much bigger canvas than ever before.

Sharing her thoughts on her new role, Mahesh said, “Fintech in India is a sector that is seeing tectonic changes, thanks to the push towards digitisation and a long overdue improvement in financial literacy among customers. Like in every other sector, the need for digital, reliable and instant solutions has made innovation absolutely critical. BankBazaar is a pioneer in this space and with their push on paperless solutions, they have demonstrated a steadfast commitment to keeping the customer at the heart of everything they do. I look forward to working closely with the founding team to further strengthen the brand and its connect with customers.”

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