Paul Writer launches New Age Marketing , 
Video interview series of CXO’s highlighting best practices
Ajay Kakar
Chief Marketing Officer
Aditya Birla Group- Financial Services
On the role of social media.
Social media is a listening post, a way to spread your message credibility because it is the people who are spreading the message at the end. But what can you use social for- today I think most brands use social media to spread their words or hope that their word spreads and to help build on their brand or to protect their brand. But social media can do well beyond by actually helping you expand the relevance of your category which is financial services, expand the relevance therefore of your brand. By that what I mean is that there are so many people who speak about your brand or possibly your category mutual fund, life insurance, equity, broking but there are so many more people who are actually speaking by the minute about life, about money and if you reach out to them telling them what are the linkages between life money and therefore your category and brand – it suddenly becomes a huge opportunity. Social media serves as a medium nowadays to grow and expand your category and your brand.
“But what can you use social for- today I think most brands use social media to spread their words or hope that their word spreads and to help build on their brand or to protect their brand.”
