MAM
When brands think like publishers: CMS Asia 2016
MUMBAI: As more brands are waking up to the perks of content marketing, they increasingly realise the need to think like a content platform or publisher. But, are they doing it right? — was the question raised in the panel discussion at CMS Asia 2016. The panellists were — Autocar’s Hormazd Sorabjee, Mxm’s Pradyuman Maheshwari, Scoopwhoop’s Sattvik Mishra and Reliance Broadcast Network’s Ashwin Padmanabhan. Qyunki’s Sameer Bangara was the dynamic moderator.
The panellists had a mix response to Bangara’s question – What are brands missing when they try to act as publishers? Maheshwari pointed out that brands often didn’t see the various possibilities that content can provide, being closeted in their traditional mindset. “Rarely do I see branded content that has actually explored the concept more radically. I don’t see why a Lux, backed by HUL’s money and business acumen, can’t have a content wing that does interviews with celebrities?,” he asked.
Mishra pointed out how brands need to take Ad Blockers and Youtube’s ‘skip ad’ statistics seriously and think deep into why its failing. “That’s why branded content becomes important to engage the consumer. A user doesn’t care if it’s branded or not, as long as the story is entertaining, albeit it needs to be mentioned that it is a branded content. The problem is brands want to do marketing first, and content later,” Mishra frankly stated.
Sorabjee criticised how brands often are in it for the one-time association, and are quick to seek results. “Content marketing doesn’t work that way, one needs a continuous engagement with the consumer. Long-term association is the key to content marketing, provided the communication is consistent. Brands that are in it for the short spurt may not see much of a difference in their brand uplift.”
Padmanabhan urged brands to look at different metrics when it comes to content marketing and not go for a single standard measurement. “With the amount of data available today, it is easy to get confused but the CMO needs to identify which of those figures really align with the brand objective. Do views matter, or likes? Or shares? Or, the time spent on engagement…each brand will have different metrics to look at depending on the target they have.
Seconding Padmanabhan, Mishra added, “We give brands something we call a ‘brand lift’ where, if the brand was spoken about X number of times before engaging in a campaign with us, we show them that, after the campaign, the brand was spoken of 3X times, hypothetically. We have 3rd-party agencies who work on these numbers and internal machinery as well to provide these numbers to the brands.”
When it came to the measurement of a campaign’s success, Sorabjee differed from the rest of the panellists. “Numbers don’t really matter, I don’t believe in them. In content marketing, brands should, and they do look at the quality of your reader or viewer of a certain publisher. Therefore, the key is to keep your reader as the first priority . A publisher shouldn’t decide on the content based on what the brand wants but what its readers want to consume, and trust me, brands too want to reach that reader,” he said, adding that both, brands and publishers, shouldn’t compromise on content for the sake of metrics and numbers.
If you are actively investing to grow your money month after month, you already understand the value of planning ahead. SIPs, long-term portfolios, retirement planning and goal-based investing all point to one thing. You are building a future with intent.
What often gets missed in this process is one foundational question. How well is the income that funds all these plans protected?
Term life insurance fits naturally into this stage of financial planning. It does not compete with investments. It supports them by protecting the income that makes long-term growth possible.
Why Income Protection Is a Core Part of Financial Planning
Every financial plan begins with income. Before money is invested or saved, it is earned.
Over time, this income is allocated across multiple needs:
● monthly household expenses
● EMIs and long-term loans
● savings and emergency funds
● investments aimed at future goals
As responsibilities increase, financial planning becomes layered. Each layer assumes income continuity. Term life insurance exists to ensure that this structure does not become fragile due to overdependence on a single income source.
It adds stability to plans already in motion rather than introducing a new objective.
What does term life insurance do?
Term life insurance provides a fixed payout to your nominee if you pass away during the policy term. The purpose of this payout is practical and clearly defined.
It is intended to:
● replace lost income for a defined period
● help manage outstanding liabilities
● support ongoing household and goal-based expenses
There is no investment or savings component. This keeps the product focused and cost-efficient, allowing individuals to opt for meaningful coverage without diverting funds meant for growth-oriented investments.
Why Term Life Insurance Complements Investing?
Investments and insurance play different roles in a financial plan.
Investments are designed to:
● grow wealth over time
● compound with consistency
● be adjusted as goals and risk appetite change
Term life insurance is designed to:
● provide financial continuity
● protect existing plans from disruption
● remain stable once put in place
Keeping these roles separate improves clarity. Investments are allowed to perform without being forced to double up as protection, while insurance quietly supports the overall structure.
Who Should Consider Term Life Insurance?
Term life insurance becomes relevant when financial planning extends beyond individual needs. This typically includes:
a) Working professionals
When income supports shared expenses or long-term plans, protection becomes essential.
b) Individuals with long-term liabilities
Home loans, education loans and other EMIs often extend over decades. Term insurance ensures these obligations remain manageable.
c) Parents planning future milestones
Education, healthcare and lifestyle goals require continuity over many years.
d) Early planners with rising incomes
Starting earlier allows coverage to align smoothly with career progression and evolving responsibilities.
How Much Coverage Should Be Considered?
Coverage should be guided by financial reality rather than affordability alone.
A well-rounded evaluation typically considers:
● number of years income needs to be replaced
● existing and future liabilities
● long-term goals already planned
● inflation and rising living costs
Many insurance companies offer options starting from 50 lakhs, 1 crore term insurance and higher. It allows individuals to choose coverage based on their income, liabilities and future plans.
How Term Life Insurance Fits Into a Long-Term Plan
Once set up, term life insurance does not demand frequent attention.
It does not require active monitoring, market tracking or performance reviews. Its role is structural rather than dynamic.
By ensuring financial continuity, it allows families to:
● stay aligned with long-term plans
● avoid rushed financial decisions
● focus on execution rather than damage control
When aligned correctly, term insurance strengthens the foundation on which investments, savings and retirement plans are built.
Choose the Right Insurance Partner
Once the need, coverage amount and role of term life insurance are clear, the final and most important step is choosing the right partner.
This decision should be based on:
● clarity and transparency in policy terms
● a strong claim settlement track record
● consistency in servicing and communication
● the ability to support long-term financial planning rather than just selling a product
Term life insurance is a long-term commitment. The partner you choose today will be the one your family relies on years down the line.
When protection is aligned with purpose and backed by a dependable insurer, term life insurance becomes a quiet but powerful part of a well-built financial plan.
