Choosing genuine influencers prudently

Tarannum Hasib, Chief Distribution Officer, Canara HSBC Life Insurance shares the details about the company's influencer marketing programs, influencer partners & strategies to minimize the risk associated with influencers:

Ravi Lalwani: Is the company using influencer marketing? For how long?

Tarannum Hasib: Influencer marketing has picked up pace in recent years and has significantly impacted buying decisions across all strata and sectors and we have been no different. We at Canara HSBC Life Insurance have been using a mix of nano, micro, and mega influencer marketing for more than 5 years now. It has been a promising journey for us and has helped us garner commendable results and reach the desired target audience, hence we continue to do so engage in the same.

Which customer segments are you targeting? Which product categories?

Insurance is something that we all require at almost all stages of our life journey so when we talk about customer segments, our focus is on people between the age of 25 to 65 - in other words, the decision-makers. The core focus of our target audience has always been the people with insurable income across India looking for ways to secure themselves and their loved ones.

Share some details about the influencer partners.