Marketing The Right Way

A passionate professional, Vignesh Murali has been known to scale up the reach of any brand, which makes him a prominent marketer in the country. He caught the marketing bug during his B-school days in Singapore. His first stint as a marketer began with the Times of India (TOI) group as a manager. During this time, he took many key accounts to success. 

He soon went on to join the Murugappa Group. Here, he executed large-scale campaigns with national-level impact and carved the roadmap to success for ‘Brand Chola’. After that, he took up a position at Equitas as the Chief Marketing Officer and built the marketing team from scratch. Since then, Murali has played a crucial role in the reach and success of Equitas as a finance company and as a small finance bank. 

The Right Approach

Along with a growth mindset, promising business solutions, and a proven track record of success, he is a true leader. “Under my leadership, Equitas has been constantly building its core strength in digital acquiring, by offering digital solutions like savings, fixed deposits, current accounts, vehicle finance and more. It has acquired more than one million accounts in the last two years. This has also reduced the acquisition cost by 45 per cent with the lowest cost of funds for the bank,” says Murali. 

Team management and building a good team are also important areas for Murali. He says that along with impacting the top and bottom lines of the company, he also pushes his team to bring in innovation. 

Novel Solutions

A recent example of one of the campaigns is building the Chennai Super Kings (CSK) metaverse. This has all the CSK players' avatars in the dressing room, and also a live stadium. It allows users to create their own avatar and launch their limited edition CSK Debit Card. It is one of a kind and the first bank to do so in India.

Today as a small finance bank, Equitas looks forward to changing the way banking is imagined, delivered and experienced, with trust being the key driver.