Data Meets Storytelling: Creating Financial Marketing's New Voice

By: Geetanjali Sachwani, VP & Head - Marketing, Franklin Templeton India

Geetanjali is a dynamic marketing leader with over 18 years of experience in financial services. She specializes in strategic marketing, digital and social media, and data-driven campaigns. A founding member of the Financial Literacy Committee, she has played a key role in launching India’s iconic ‘Mutual Funds Sahi Hai’ campaign.

In an engaging interaction with Women Entrepreneurs Review Magazine, Geetanjali talks about the nitty-gritties of acing marketing for the financial services sector. She shares insights from Franklin Templeton India’s marketing strategies to explain how to innovate, balance data-driven intelligence with creative storytelling, and build an emotional connect with consumers.

Geetanjali also touches upon the emerging Martech trends set to transform financial services marketing, while sharing sound advice for women in the field.

To know more about how Geetanjali Sachwani navigates financial services marketing to establish Franklin Templeton India as an enduring brand, read the interview below.

In a traditionally complex and conservative industry, how do you innovate marketing strategies to simplify financial products and engage audience across India's digital and vernacular spectrum?

In a traditionally complex and conservative industry like financial services, I believe innovation begins with humanising the subject.

At Franklin Templeton, we focus on shifting the narrative from products to people, from features to feelings. Our goal is to create stories that resonate across India’s diverse digital and vernacular landscape.

Campaigns like Change the Soch reframe finance through cultural context, emotion, and relevance.

Using regional content, short form videos, and community storytelling, we take a cross-platform approach that meets users where they are. We simplify finance by making it feel personal, empowering, and rooted in everyday life.

With the rise of digital and social media, how do you balance data driven marketing intelligence with creative storytelling to build lasting connections with customers?

With the rise of digital and social media, the ability to merge data driven intelligence with creative storytelling has become both an art and a science.

At Franklin Templeton, we use data not just to target, but to deeply understand our audience including their intent, their context, and their emotional triggers. Tools like geo targeting, and precision targeting on platforms like YouTube, search, and social media help us deliver the right message to the right person at the right time.

But the real impact happens when this data meets storytelling. For example, on Connected TV, which we adopted early on, we craft emotionally rich narratives that feel personal yet powerful. Data tells us where and when to speak. Creativity ensures what we say truly connects.

Which emerging Martech trends will fundamentally transform financial services marketing in the next 3-5 years? How should organizations prepare for them?

Over the next three to five years, the Martech landscape in financial services will be shaped by a powerful convergence of automation, data integration, and intelligent content creation. Traditional tools like CRM platforms, marketing automation systems, and performance analytics dashboards will remain essential in delivering consistent, compliant, and measurable campaigns.

What’s changing rapidly is how these tools integrate with newer technologies like generative content engines, dynamic video platforms, and conversational interfaces that enable more personalised and emotionally engaging customer experiences.

As customer journeys become increasingly non-linear and multi-channel, Martech must evolve to deliver real-time, context-aware messaging across platforms—from search and social to Connected TV. To stay future-ready, organisations must invest in interoperable systems, build flexible data foundations, and foster creative agility across teams

How can brand collaborations and partnerships be leveraged to amplify marketing impact in the financial services sector?

In today’s cluttered and competitive landscape, brand collaborations have become more important than ever, but only when they are rooted in shared values. In financial services, where trust and credibility are paramount, partnerships can be incredibly powerful if they feel authentic and purpose driven. It is not about partnering for the sake of visibility; it is about aligning with brands, creators, or platforms that reflect our ethos and enhance our storytelling.

At Franklin Templeton, we are intentional about choosing collaborators whose audiences and principles complement our own. Whether it is working with credible content creators or platforms that promote financial literacy, the goal is to create a meaningful exchange that enriches the customer experience. A well-matched partnership can extend reach, deepen trust, and drive lasting brand equity.

What complexities do women leaders face when integrating creative campaigns with P&L accountability in financial services? How can these challenges be mitigated?

Women leaders in financial services often face the dual challenge of delivering standout creative campaigns while being accountable for hard business outcomes. This is especially true in a sector known for its caution and compliance-first mindset. Balancing bold storytelling with P&L responsibility can be complex, as creative risks are often subject to deeper scrutiny. However, at Franklin Templeton, creativity is not just encouraged but it is at the core of everything we do. It drives how we connect with audiences, how we innovate, and how we differentiate in a crowded market.

Women leaders like me are empowered to go above and beyond, to take calculated risks, and to lead with both heart and insight. These challenges become growth opportunities when creativity is backed by strategic clarity and business intent. It is this blend that allows us to lead campaigns that are not only emotionally resonant but also commercially successful, redefining what leadership looks like in financial marketing.

LAST WORD: Message for Aspiring Leaders in Financial Services Marketing

To every aspiring woman leader in financial services marketing: your perspective is your greatest strength. This industry needs more voices that bring empathy, creativity, and courage to the table. Don’t be afraid to challenge the status quo or to lead with both intuition and insight. You don’t have to fit into old moulds but create your own blueprint.

It’s time to “Change The Soch”, not just in how we speak to customers, but in how we define leadership itself. Believe that your vision matters, even if it hasn’t been seen before. The landscape is competitive, but there is space for those willing to lead with purpose, take risks, and back their ideas with conviction. Your difference is your advantage.