Anvi Dadhich joins JioBlackRock Investment Advisers as marketing lead

Anvi Dadhich has a new brief: make investment advice mainstream. The marketer, with more than eight years of experience in brand and marketing, five of them spent scaling fintech start-ups, has joined JioBlackRock Investment Advisers to lead marketing. She is also moving back to Mumbai after seven years, and, as she puts it, to the very neighbourhood where she started her career.

Dadhich shared the news in a LinkedIn post, saying it felt like the right time to do so. “I’m extremely excited about what we’re building here: making investment advisory more accessible and mainstream in India,” she wrote.

A market with room to grow

The pitch is simple and wide. Dadhich sees a real opportunity to make a difference for people at both ends of the investing journey: those just starting out, and those who have built significant wealth but find managing it increasingly complicated. That covers a large part of the investing public, and it is the kind of audience that marketing can help reach and educate.

“I’m excited about the vision, the people I get to build with, and the opportunity to build something meaningful in a space that matters,” she said.

The road to the top marketing job

Her career offers a clear trail. Dadhich began in account management, with an internship at DigitasLBi India in 2017 and a role at Digitas India from 2018, where she managed a large portfolio of accounts including Parle Agro, Hasbro Gaming and Tata Cliq, and worked on campaigns for Appy Fizz. She then moved into brand and digital marketing at WeWork India, where her role grew as the company introduced a day-pass product, WeWork On-Demand, giving her exposure to partnerships, influencer marketing, the website, reporting and customer success.

At Uni Cards she marketed the brand from pre-launch to launch through community building, social media, influencer and performance marketing, and managed customer success and content. She went on to manage two of its campaigns. The first, “The ultimate weapon”, showcased the Uni Pay 1/3rd Card as a way to slash price tags into three parts. The second, “Uni So Flexi”, personified the card’s USP by splitting brand ambassador Vicky Kaushal into three parts.

In December 2022 she turned consultant. She joined Raj Shamani at Figuring Out, his personal brand, where she helped build the brand further, managed the team and increased revenue significantly by pitching Shamani as a long-term partner for some brands. She also consulted with seed-stage start-ups on brand positioning and guidelines, and social and content strategy with execution support.

Most recently she spent two years and 11 months at PowerUp Money, rising from product marketing manager to senior product marketing manager and then associate marketing director, where she led the entire content and marketing charter. “Will always be extremely grateful for this chapter. Learnt so much and officially ‘grew up’,” she says of the experience.

What her background brings

Put the pieces together and the fit is plain. Agency discipline from Digitas, scale-up experience at WeWork India, a consumer fintech launch at Uni Cards, and a full content and marketing charter at PowerUp Money cover most of what a brand-new advisory business would need from a marketing leader: brand positioning, product marketing, content, performance and creative.

Hiring on the way in

Dadhich is also building her team. She is hiring across content, performance marketing, creative and more. “If you’re interested, or know someone who might be, DM me. Would love to chat!” she wrote.