OTT - a powerful tool to contextualize content

Ismail Sheriff recommends storytelling for conveying the message to the target audience | Ismail Sheriff, VP & Head - Corporate Communication, Fino Payments Bank shares the bank IPO listing journey & other Corp Comm initiatives adopted by the bank:

- Ismail Sheriff

Ravi Lalwani: Describe 1 or 2 strategic initiatives under Corp Comm in the last 12-18 months at your organization.

Ismail Sheriff: At Fino Payments Bank, we went through a once-in-a-lifetime event in 2021. We came out with our IPO, a first by a payments bank. It was a step-by-step learning process for everyone, especially the corporate communication team.

There were stringent communication guidelines to follow, including social media, and any deviation could have resulted in action from the regulators jeopardizing the listing process.

As we got closer to the listing date, the corporate communication team’s perspective started changing as we now needed to think like a listed company. It was a new phase for us post listing. In addition to the banking regulator, as a listed entity, we now adhere to the guidelines of the market regulator as well. The pre-listed days’ media engagement approach changed in line with regulators’ communication guidelines. It is exciting as well as caution is needed. We are gradually getting used to it. 

What kind of data/information is becoming critical for effective decision-making for Corp Comm?