Abonty Banerjee juggles two important roles at Tata Capital Ltd. The financial services arm of the diversified Tata group: The ever-important job of the chief marketing officer, and a title that is of huge interest to an increasingly tech-driven world—chief digital officer.
“In today’s scenario, the use of digital mediums in marketing is more prevalent. There is an advanced use of automation, which has helped evolve marketing tremendously,” she says. “Although the offline marketing world is noticing a fair amount of action, marketing as a function is seeing a lot of digitisation” she adds.
For example, under Banerjee in 2015, ICICI launched ICICIbankpay in collaboration with Twitter India, which allowed users to transfer money, check account balance and get mobile recharge done through any account linked to a verified profile on the microblogging site.
Tata Capital itself is no stranger to such unorthodox digital implementations. In May 2017, the company launched Salaam Loans, under which a loan was granted based on the number of ‘salaams’ or likes received on social media. The easy process did away with numerous forms and Credit Information Bureau (India) Ltd’s scoring for small-ticket loans.