The CMO’s MO: Rahul Talwar provides insights on AI, sustainability, and brand building

The CMO’s MO (modus operandi) shines the spotlight on some of India’s prominent chief marketing officers as they share their marketing mantra, trends for the future, and what keeps them up at night. In a free-wheeling chat with Campaign, the who’s who of the country’s leading marketers give a sneak peek into their personalities, plans, and passions projects for the year ahead.

In this week’s edition of the CMO’s MO, we have Rahul Talwar, executive vice president and chief marketing officer (CMO) at Max Life Insurance, in the hot seat.

An MBA from Ghaziabad’s Institute of Management Technology, he has been associated with the insurance company since July 2018. Talwar has been pivotal in building Max Life Insurance’s brand identity, including the launch of its award-winning campaign, ‘You are the difference’. Spearheading the company’s customer strategy, he is known for his passion for branding, innovation, and consumer impact.

Read the edited excerpts of his interview where he provides his perspectives on a range of subjects including the Rohit Sharma campaign, responsible use of technology, and sustainability.

What are the three biggest opportunities for your brand?

Max Life Insurance’s investment in AI-driven personalisation represents a major opportunity. By leveraging generative AI—such as, our recent campaign on renewals featuring Rohit Sharma—we are crafting personalised experiences for customers.

Our use of AI to create customised videos and messages has enhanced engagement by addressing each customer’s unique preferences. It helps improve customer satisfaction, strengthens our connections with them, and fosters loyalty.

Expanding our digital self-service capabilities is another opportunity. Our last year’s introduction of the WhatsApp AI chatbot Mili exemplifies this.

Offering multilingual support and self-service features, Mili allows customers to resolve queries and manage transactions directly within WhatsApp, without being redirected to external brand channels. This streamlines customer interactions and aligns with modern preferences of quick, efficient service. It also helps position Max Life as the leader in leveraging technology for enhanced customer experience.

Sustainability is the third opportunity area. It offers a strategic advantage for Max Life as we are committed to reducing our environmental impact through digital policy management and claims processing, thus, minimising paper usage and supporting eco-friendly practices. This aligns with our broader sustainability goals and resonates with today’s customers who value environmental responsibility, enhancing our brand’s reputation as a forward-thinking and responsible organisation.

Is there any particular topic that isn’t discussed as much as it should be in the industry?

The ‘ethical implications of AI in insurance’ is a key area that needs industry-wide attention and consideration. As we integrate advanced AI technologies like generative AI and chatbots, it is crucial to address potential biases and ethical concerns.

Ensuring that AI systems are fair and transparent is essential for maintaining customer trust and delivering equitable services. The industry should place more emphasis on ethical AI practices to prevent unintended consequences and build responsible technology.

On the flip side, which topic should the industry stop talking about?

The overemphasis on traditional performance metrics, such as short-term conversion rates, should be re-evaluated. While performance metrics are important, focusing excessively on immediate results can detract from building long-term brand value and customer relationships.

Instead, the industry should prioritise strategies that foster emotional connections and brand loyalty, as seen in our approach to creating personalised customer interactions with our philosophy of building bharosa (trust) for the long term.

Since you spoke about the importance of generative AI, how is your company’s C-suite using it to democratise creativity?

At Max Life Insurance, our C-suite strategy around generative AI focuses on democratising creativity and making advanced tools accessible across the organisation: We are equipping our teams with AI tools to enhance creative processes and campaign development. This largely operates on two levels. We deploy AI solutions to drive efficiency in our operations, and we leverage AI to deliver exceptional experiences to the end customer.

Generative AI allows us to deliver personalised content and interactions at scale. By analysing customer data, AI helps us tailor messages and experiences, as evidenced by our AI-driven personalised greetings and messages for clients and sellers.

We are leveraging AI to push the boundaries of traditional marketing. Our interactive content and augmented reality experiences—especially for topical moments—showcase how generative AI enables us to experiment with new formats and create memorable customer experiences.

By democratising access to AI tools, we ensure that creative contributions come from diverse perspectives. This inclusive approach enriches our marketing strategies and ensures that our campaigns reflect a wide range of ideas and viewpoints.

How is your brand walking the sustainability talk?

Max Life Insurance’s commitment to sustainability is evident in its transition to digital policy management and claims processing. By eliminating paper-based processes, we have embraced an environmentally responsible way of doing business, reducing our carbon footprint. This shift is a clear example of how we are integrating sustainable practices into our operations, showcasing our role as a responsible and forward-looking organisation.

What separates your brand culture from others?

Max Life Insurance’s brand culture emphasises innovation and prioritises customer needs. By leveraging advanced technologies like AI for personalised interactions and digital platforms, we enhance our customer experiences and stay ahead of industry trends.

We foster a collaborative environment that values diverse perspectives. Our departments collaborate to drive creativity and problem-solving. One example of this has been our collective efforts to develop AI-driven solutions and personalised content.

We strive to maintain high standards in business. This can be seen through our personalised customer interactions, innovative use of technology, and adherence to ethical practices. We uphold ethical standards in the use of AI and data, ensuring fair practices to build customer trust. This approach reinforces our reputation as a responsible brand.

Are there any areas where you are increasing or reducing your marketing budgets this year? 

Our brand advantage is driven by product differentiation, which is then disseminated across the funnel through integrated campaigns. This advantage has lent credibility with evocative content partnerships across the board. We will continue to stay true to our motto of always-on storytelling with a play of social engagement and occasion/moment-based marketing.

Max Life has had a long association with cricket. Cricketers have championed our brand philosophy of ‘You are the difference’. Our association with cricket is a natural one and indicates our commitment to diversity, equity, and inclusion.

Examples include our partnerships with ICC for CWC Fan Park experience in 2023, the Indian Premier League’s Royal Challengers’ Bangalore franchise, and the Women’s Premier League’s Mumbai Indians. We continue to be a part of the sport’s marquee initiatives.

 

 

 

 

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Our focus during the current financial year has been telling compelling stories and delivering high-impact campaigns and innovative solutions to meet customers’ evolving needs.

What was the best professional advice you have ever received?

The best piece of professional advice I ever received was to “always keep the customer at the centre of your strategy”. It has guided my approach to marketing at all my stints including at Max Life Insurance.

By prioritising the customer needs and preferences, we ensure that our strategies are aligned with their expectations. This customer-centric approach drives every decision we make, helping us build lasting relationships and deliver exceptional value.

Name a brand you admire, explaining why you think it stands apart?

I admire Apple for its outstanding customer experience. The brand excels in seamlessly integrating hardware, software, and services, delivering a cohesive and intuitive user experience. Apple’s focus on design excellence and user-friendly interfaces ensures that products are aesthetically pleasing as well as easy to use. That is exactly how even we try to prioritise customer-friendly interactions using tools like ‘Mili’.

Apple’s ecosystem of products and services works harmoniously, offering convenience and value-additions. This integration parallels our efforts to create personalised and cohesive customer experiences through AI and digital platforms.

Apple offers personalised recommendations based on user preferences. Even this aligns with our use of AI to tailor customer interactions and enhance engagement.

What keeps you up at night as a CMO?

The staying ahead of rapidly evolving consumer expectations and technological advancements is what keeps me up at night. Rapid technological innovation, such as advancements in AI, requires constant adaptation.

Ensuring that our strategies remain relevant and effective amidst these changes is crucial for maintaining competitive edge. Balancing immediate performance metrics with long-term brand building is a persistent concern. It is essential to achieve short-term results while investing in strategies that foster enduring brand value and customer loyalty.

Addressing ethical considerations in AI and data usage is vital for maintaining customer trust and delivering fair outcomes. Ensuring that our AI systems and data practices align with ethical standards requires careful oversight.

Meeting and exceeding evolving customer expectations in a competitive market is a top priority. Delivering exceptional experiences and staying aligned with customer needs is essential for sustaining our brand’s success and reputation.