Stories
Piramal Finance Targets Gen Z with Regional Micro-Influencers, Keeps Creator Spends Steady
- •Piramal Finance focuses on a fragmented Gen Z cohort in smaller Indian towns, recognizing diverse financial needs beyond the typical urban digital native.
- •Arvind Iyer, CMO, highlights the financial and digital savviness of small-town Gen Z, who quickly adopt new systems and navigate financial products.
- •The company maintains steady creator marketing spends, prioritizing educational content and working backward from financial products to be explained.
- •Piramal Finance has utilized regional micro-influencers for three years to demystify complex financial concepts, especially in Tier-II and Tier-III markets.
- •Consumer research suggests Gen Z's financial content consumption is topic-based rather than creator-loyal, valuing useful information regardless of source.
- •Piramal Finance implements stringent checks on creators to ensure factual accuracy and compliance, predating current finfluencer regulations.
Key Questions Answered
Piramal Finance has kept its digital marketing creator spends broadly flat and flat overall, rather than sharply increasing its budget allocation for influencers. Instead of a fixed creator budget, the company works backward from specific topics and financial products it needs to explain to customers, using a hybrid model of in-house regional teams and external creators.
Piramal Finance has been working with regional creators and micro-influencers for roughly three years, specifically across Tier-II and Tier-III markets. The lender relies on them to demystify complex financial terms and concepts that are typically riddled with heavy jargon.
Because it is a regulated entity, Piramal Finance runs very tight checks on finance influencers through a whole battery of strict SOP evaluations. The company conducts these compliance reviews for every single content creator before considering them for any collaboration to ensure all messaging is fully factual and lawful.
