Comedy sketches pull customers

Madhvi Gupta, Head of Marketing, Communications & Social Impact at IIFL Home Finance, dwells upon influencer marketing

- Madhvi Gupta

Ravi Lalwani: Is the company using influencer marketing? For how long? Which customer segments are you targeting?

Madhvi Gupta: IIFL Home Loans has been using influencer marketing for a year now. Our home loan caters to first-time home buyers from the EWS/LIG section of society and our secured business loan targets small business owners.

Which social media platforms is the company focusing upon?

IIFL Home Loans is active on all social media platforms with a different agenda for each platform. LinkedIn is majorly used to talk about the culture and vision of our company, different CSR initiatives that we have introduced, etc. It acts as a medium to interact with various stakeholders. It also allows long-format organizational branding communication.

For Twitter, we make sure that our page is updated with the latest industry as well as company news, regulatory updates, and trends. Also, it majorly acts as a customer redressal platform as many customers on Twitter post their queries/feedback.

We have a team to handle and address the same meticulously. Since most of our TG is on Facebook and Instagram, both platforms are used for reaching a wider audience with a core objective of brand awareness and engagement.