Hi, I’m Santosh
a
Digital Marketing Maverick.
Growth Marketer.
Brand Catalyst.
I blend technology and marketing communications to craft immersive experiences that captivate audiences and propel brands to new heights. I don't merely execute campaigns; I orchestrate digital symphonies that resonate with precision, guiding customers through seamless journeys woven with data-driven insights and innovative strategies. My approach transcends traditional boundaries, merging art and science to unlock unprecedented growth trajectories.

Crafting Growth Narratives
Digital Marketing Strategy & Implementation
Develop and execute comprehensive digital marketing strategies, leveraging the latest trends, tools, and technologies to drive business growth.
Integrated Marketing Campaign
Conceptualize and manage integrated marketing campaigns across multiple channels, ensuring seamless brand experiences and maximum impact.
MarTech & AdTech Solution Architecture
Architect and implement cutting-edge MarTech and AdTech solutions, blending technology with marketing communications for enhanced efficiency and effectiveness.
Brand Building & Digital Transformation
Craft compelling brand narratives and spearhead digital transformation initiatives, aligning brand presence with evolving consumer behaviors and preferences.
Performance Marketing & Lead Generation
Design and execute performance marketing strategies, leveraging various channels and tactics to generate high-quality leads and drive revenue growth.
Marketing Analytics & Data-Driven Optimization
Leverage advanced analytics and data-driven insights to optimize marketing efforts, measure performance, and make informed decisions for continuous improvement.
My Portfolio
A Trailblazer's Narrative
Education
Masters in Business Administration
Amity University (2009-2011)
BSc - Information Technologies
Mumbai University (2005-2008)
Professional Summary
Crafting Vision, Driving Results
Seasoned digital marketing leader with 12+ years of experience driving brand growth across diverse sectors. Expertise in Mar-tech/Ad-tech integration and blending technology with marketing communications for impactful results. Proven track record in leading teams to enhance brand visibility and market share.
Work Experience
Sr. Manager - Marketing
Star Union Dai-ichi Life Insurance Co. Pvt. Ltd. (Oct 2022-Present)
Vice President – Digital Solutions
Marmalade Digital Pvt Ltd (Sept 2021-Oct 2022)
Group Head – Client Solutions
Isobar (Dentsu Communications India Pvt Ltd.) (April 2021-Aug 2021)
Business Head
Merging Layers (Sept 2014-Mar 2021)
Business Analyst
Addya Technologies (Jan 2011-Sept 2014)
Area of Expertise
Digital Marketing Strategy and Execution
Integrated Marketing Campaigns
Brand Building and Brand Awareness
Marketing Technology (MarTech) Solutions
Performance Marketing and Lead Generation
SEO and Content Marketing
Social Media and Influencer Engagement
Website & Landing Page Strategy
Analytics & Data-Driven Decision Making
Innovation
Skills & Applications
Implementing MarTech Solutions
Social Media Management (Hootsuite, Buffer)
SEO & Content Marketing (SEMrush, Ahrefs)
Website & Landing Page Development
Marketing Compliance & Governance
Revenue Generation
CRM Platforms (Zoho, Salesforce).
Marketing Automation (Hubspot)
Analytics (Google Analytics, Mixpanel)
Ad Managers (Google Ad Manager, Meta Ad Manager)
Awards
Impact Digital Influencer Awards 2023
Best Small Budget Campaign
Impact Digital Influencer Awards 2023
Best Cause -Led Campaign
E4M Indian Content and Marketing Awards 2023
Best Story Telling Content Award
Abby Awards 2014
Use of Animation / Pastiwala Website / Bronze
Abby Awards 2014
Brand Corporate Website / Pastiwala Website / Bronze
Testimonial
Nevine Acotanza
Chief Operating OfficeAndroid App Development
via Upwork - Mar 4, 2015 - Aug 30, 2021 testMaecenas finibus nec sem ut imperdiet. Ut tincidunt est ac dolor aliquam sodales. Phasellus sed mauris hendrerit, laoreet sem in, lobortis mauris hendrerit ante. Ut tincidunt est ac dolor aliquam sodales phasellus smauris test
Cara Delevingne
Chief Operating OfficerTravel Mobile App Design.
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Jone Duone Joe
Operating OfficerWeb App Development
Upwork - Mar 4, 2016 - Aug 30, 2021Maecenas finibus nec sem ut imperdiet. Ut tincidunt est ac dolor aliquam sodales. Phasellus sed mauris hendrerit, laoreet sem in, lobortis mauris hendrerit ante. Ut tincidunt est ac dolor aliquam sodales phasellus smauris
Awesome Clients
My Blog

Digital Marketing Transformation in Life Insurance: Key Trends Shaping 2025
The life insurance industry is experiencing a significant digital revolution, particularly in how providers market and deliver their services to customers. As we approach 2025, several transformative trends are reshaping the traditional life insurance landscape, making it more dynamic and customer-centric.
AI-Powered Predictive Experiences: Revolutionizing Life Insurance Marketing
Life insurers are harnessing AI to transform their underwriting and customer engagement processes. According to LIMRA’s 2023 Life Insurance Technology Report, companies implementing AI-driven predictive analytics have achieved remarkable results:
- 40% reduction in underwriting decision time
- 30% increase in application completion rates
- 25% improvement in risk assessment accuracy
Modern AI systems can analyze various data points, from health records to lifestyle factors, helping insurers predict coverage needs and identify potential health risks before they become critical. This enables providers to offer more proactive, preventive guidance to policyholders.
Hyper-Personalization: Tailoring Life Insurance to Individual Journeys
Life insurance marketing has evolved from generic family protection messaging to highly personalized approaches based on life stages and individual circumstances. The 2024 EY Global Life Insurance Survey reveals:
- 82% of successful life insurers now use advanced data analytics for personalization
- Companies with sophisticated personalization strategies saw a 45% increase in millennial customer acquisition
- Personalized policy recommendations led to a 38% higher conversion rate
Modern personalization in life insurance includes:
Life-stage specific coverage recommendations
Customized wellness programs tied to policies
Personalized financial planning tools and resources
Tailored communication preferences and timing
Ecosystem Marketing: Beyond Traditional Life Insurance
Life insurers are expanding their value proposition by creating comprehensive wellness and financial planning ecosystems. McKinsey’s 2023 Life Insurance Consumer Survey found that 73% of customers prefer insurers offering integrated services beyond traditional coverage.
Leading ecosystem integration examples include:
- Partnerships with digital health platforms and telemedicine providers
- Integration with financial planning and wealth management services
- Collaboration with wellness apps and fitness tracking devices
- Connection to mental health and stress management resources
Trust and Security: Critical in Life Insurance Digital Transformation
Given the sensitive nature of health and financial data in life insurance, trust and security have become paramount. The 2023 Life Insurance Digital Trust Report by Accenture shows:
- 89% of consumers rank data security as their top concern when choosing a life insurer
- Companies with strong privacy practices experienced 32% higher customer retention
- 77% of customers would immediately switch providers after a security breach
Insurance providers are responding through:
- Enhanced digital identity verification systems
- Blockchain technology for secure policy management
- Transparent data handling and privacy policies
- Regular security audits and certifications
Looking Ahead: Strategic Priorities for Life Insurers
As the industry moves toward 2025, successful life insurance companies must focus on:
- Digital Infrastructure: Investing in robust technological capabilities that support both automated underwriting and personalized customer experiences.
- Health Data Integration: Developing secure frameworks for collecting and analyzing health and lifestyle data while maintaining strict privacy standards.
- Wellness Ecosystem: Creating partnerships that encourage healthy living and provide value beyond death benefits.
- Education and Engagement: Implementing digital tools that help customers understand and actively manage their life insurance needs.
The future of life insurance marketing lies in creating meaningful, technology-enabled relationships with customers while maintaining the trust and security essential to the industry. This transformation is not just about selling policies; it’s about becoming a trusted partner in customers’ long-term health and financial well-being.
Sources:
- LIMRA Life Insurance Technology Report 2023
- EY Global Life Insurance Survey 2024
- McKinsey Life Insurance Consumer Survey 2023
- Accenture Life Insurance Digital Trust Report 2023

Small Finance Banks in India: Leveraging ONDC for Financial Inclusion
Small Finance Banks are transforming the landscape of financial services in India, offering a lifeline to underserved communities and small businesses. These specialized institutions are bridging the gap between traditional banking and the needs of micro-enterprises, leveraging digital technology to expand their reach and impact. As the financial sector evolves, Small Finance Banks are at the forefront of driving financial inclusion and supporting the growth of MSMEs across the country.
The Open Network for Digital Commerce (ONDC) is set to revolutionize the way Small Finance Banks operate and serve their customers. This digital infrastructure opens up new possibilities for these banks to offer innovative financial products and services to a wider audience. By tapping into ONDC’s potential, Small Finance Banks can enhance their digital footprint, streamline operations, and create tailored solutions for small businesses.
The Landscape of Small Finance Banks in India
Small Finance Banks (SFBs) in India operate under a specific mandate to expand financial inclusion and cater to underserved segments, including micro, small, and medium enterprises (MSMEs) and the agricultural sector. These niche banks are governed by the Banking Regulation Act 1949 and various RBI regulations. The Reserve Bank of India (RBI) has set stringent guidelines to safeguard and boost the credibility of SFBs, requiring them to direct 75% of their loans to the priority sector, compared to 40% for other scheduled commercial banks.
Regulatory framework and objectives
The RBI’s guidelines stipulate that SFBs must maintain a capital adequacy ratio of 15%, higher than the 9% required for scheduled commercial banks. Additionally, SFBs are required to go public within three years of reaching a net worth of Rs 500 crore. These regulations underscore India’s preference for financial stability and economic inclusiveness.
Current challenges and limitations
SFBs face several challenges in their operations. One significant hurdle is the high cost of transformation from microfinance institutions (MFIs) to banks, including infrastructure, human resources, and organizational changes. They also struggle with deposit mobilization due to limited experience in handling deposits. Competition from existing banks and non-bank financial companies (NBFCs) poses another challenge. Moreover, SFBs grapple with controlling non-performing assets (NPAs), especially in sectors vulnerable to economic fluctuations.
Opportunities for growth and expansion
Despite these challenges, SFBs have shown promising growth. In FY2022-23, their combined profit rose to Rs 4,162 crore, more than four-fold from the previous year. The non-performing asset level stood at a reasonable 4.8% for the same period. To capitalize on growth opportunities, SFBs are focusing on diversifying their portfolios and client base, with an emphasis on secured products like home, vehicle, and gold loans. Adopting technology and developing efficient risk management frameworks are crucial for their future success.
ONDC: Bridging the Gap in Financial Services
The Open Network for Digital Commerce (ONDC) is set to transform financial services in India. Its dedicated financial services portal has the potential to reshape how these services are accessed and used within the digital economy. This platform offers a range of benefits for various stakeholders, including small businesses, consumers, and banks.
Democratizing access to financial products
ONDC aims to simplify access to credit and ensure transparent financial transactions, contributing to greater financial inclusion. It integrates loans into its ecosystem, streamlining the process for small businesses to access credit. The platform also simplifies the purchase and management of insurance policies, allowing consumers to compare policies, calculate premiums, and make claims with ease.
Reducing operational costs for banks
ONDC’s system costs are expected to be lower as it is not locked to a captive ecosystem and does not run proprietary protocols. This reduction in costs benefits both buyers and sellers. Banks can leverage ONDC to offer solutions to both sellers/merchants and buyers/consumers, efficiently monetizing their customer relationships.
Enhancing transparency and trust
ONDC’s blockchain-powered infrastructure enhances efficiency in settling transactions and managing records, leading to faster approvals, lower costs, and a more seamless user experience. This increased transparency and efficiency can help build trust among users and drive the growth of digital commerce in India.
Innovative Financial Products Enabled by ONDC
Micro-lending and peer-to-peer platforms
ONDC is set to revolutionize micro-lending by integrating banks and fintech platforms. This integration aims to offer unsecured personal loans and GST-based invoice loans to small merchants and retailers in underserved regions. The platform streamlines the loan application process, reducing it from days to just hours. In some cases, loan sanctions can be obtained in as little as six to seven minutes, with disbursals following within an hour.
Insurance and investment solutions
ONDC is expanding into insurance and investment segments, offering Life Insurance, marine, health, and motor insurance initially. The platform recently conducted a pilot transaction for marine insurance with InsuranceDekho and Bajaj Allianz. In the investment sector, ONDC plans to launch mutual fund offerings within a month, starting with passive funds like index funds and liquid funds. This approach aims to provide simple wealth-building opportunities to a population accustomed to chit funds and fixed deposits.
Supply chain financing for MSMEs
ONDC bridges the credit gap for MSMEs by offering fair access to finance and integrating financial institutions into one digital platform. The platform enables MSMEs to demonstrate their creditworthiness faster using their digital footprint, streamlining the loan application process. ONDC also plans to introduce B2B credit services, offering large loans of Rs 1-1.5 crore, with protocols expected to be published soon and a pilot launch set for December.
My Views
Small Finance Banks in India can make significant strides to boost financial inclusion, and their integration with ONDC can have impact on their reach and effectiveness. This partnership will allows Small Finance Banks to offer innovative financial products, like micro-lending and supply chain financing, to underserved communities and MSMEs. What’s more, the reduced operational costs and enhanced transparency enabled by ONDC mean Small Finance Banks can provide more competitive and accessible services to their customers.
This synergy creates a more inclusive and efficient banking system, giving small businesses and individuals better access to credit, insurance, and investment opportunities.
References
PS. I have gathered insights from various articles and used AI tools to structure my thoughts on the integration of Small Finance Banks and ONDC, including generating relevant images.
- https://www.thoughtworks.com/en-au/insights/blog/platforms/ondc-financial-services-India
- https://byjus.com/ias-questions/what-are-the-laws-governing-small-finance-banks/
- https://www.investopedia.com/articles/investing/112714/regulations-govern-banking-india.asp
- https://eprajournals.com/IJSR/article/1663/download
- https://www.frankbanker.com/ondc-potential-impact-on-the-digital-marketplace/
- https://www.linkedin.com/pulse/potential-open-finance-enabled-ondc-blockchain-sharat-chandra
- https://www.ey.com/en_in/technology/how-ondc-can-democratize-e-commerce
- https://wibmo.co/understanding-ondc-and-what-banks-must-do-to-benefit-from-it/
- https://m.economictimes.com/tech/technology/ondc-to-add-banks-fintechs-to-take-credit-services-to-last-mile/articleshow/111467157.cms
- https://www.finverv.com/posts/ondc-solution-to-bridge-indias-msme-credit-gap/
- https://theprint.in/ani-press-releases/branchx-becomes-indias-first-neobank-to-launch-ondc-loans-for-financial-inclusion/2168232/

Breaking the Mold: A New Era of Life Insurance Marketing Campaigns Beyond Tax Savings
Despite being one of the most significant financial products in India, life insurance is often overlooked and undervalued by many people. The majority of life insurance marketing campaigns are launched during the financial year-end (JFM) since it is widely believed that life insurance is merely a tool for tax savings. But now with hashtag#Budget2023 it is the time to alter this viewpoint and make the most of life insurance.
Life insurance offers many more additional advantages. For instance, it offers financial security to your loved ones in the event of your untimely death. Your family may be able to manage their costs, pay off any debts, and maintain their standard of living with the aid of the death benefit from a life insurance policy. Additionally, a lot of life insurance policies now include investment and savings components, making them effective tools for wealth growth. For instance, unit linked insurance plans (ULIPs) offer the possibility of financial appreciation over time by investing a portion of your payment in the equities or debt markets.
Many life insurance policies have a maturity benefit that pays out a lump sum amount at the end of the policy term. This can assist you in reaching your long-term financial objectives, including as purchasing a home or paying for your child’s education.
The most important aspect of Life Insurance is it gives Peace of mind, You know that your loved ones will be taken care of financially, even if you’re no longer around.
It’s time to see effective advertising efforts and cutting-edge life insurance products that emphasise all of the advantages of life insurance. People will be able to fully appreciate the possibilities of this financial product and make wise choices regarding their financial future. Thanks to #Budget2023 the insurance sector has already begun to innovate and provide fresh, intriguing solutions that cater to different financial needs and aspirations.
In conclusion, it is time to abandon the mentality that views life insurance just as a tax-saving tool. Beyond tax savings, life insurance offers a host of additional advantages. It’s time to take advantage of these benefits and incorporate life insurance into your overall financial planning. You can do this to safeguard both your financial future and the future of your loved ones.