Digital
Are digital metrics telling the truth? BFSI leaders take a closer look
MUMBAI: The numbers look good—but are they real? That’s the question banking and financial services marketers will confront at a closed-door roundtable in Mumbai on 12th December. Titled “Breaking the Myths: The Truth About Digital ROI”, the session aims to strip away the gloss from dashboard metrics and expose the distortions lurking beneath: invalid traffic, inflated engagements and unverified conversions that make it nearly impossible to tell what’s actually working.
In an industry grappling with rising acquisition costs and increasingly complex customer journeys, the stakes have never been higher. Yet too many campaigns are measured by surface-level vanity metrics (impressions, clicks, reach) that tell marketers little about genuine performance. The roundtable will challenge that orthodoxy, pushing participants to dig deeper and focus on validated, down-the-funnel outcomes that translate spend into measurable returns.
The event, organised by Indian Television dot com, will tackle three core questions: why top-line metrics so often fail to reflect real performance, how to separate authentic engagement from artificial amplification, and what transparency and validation should look like across every stage of the digital funnel.
The speaker lineup brings together marketing leaders from across BFSI.
Suresh Gajendran, deputy general manager of marketing and branding at Bank of Baroda, will be joined by Anand Bhatia, chief data officer and analytics at HDB Financial Services; Himanshu Jha, lead for integrated media at AB Capital; Harshita Hemnani, deputy vice-president of marketing at Bharti AXA Life; Prashant Choudhari, head of marketing at Fino Payments Bank; Ankita Sharma, associate vice-president of marketing at Generali Central General Insurance; Rupinderjit Singh, head of tech product and digital business at Kiwi Insurance; Ayush Kumar, vice-president of marketing at Appreciate; Ravi Kiran, associate vice-president of growth and strategy at mFilterIt; and Jyoti Kalra, business unit head at mFilterIt.
The session will be moderated by Bitupan Baruah, managing partner for digital transformation at Essence Mediacom by WPP Media.
The partnership with mFilterIt, a firm that specialises in trust and accuracy in digital measurement, underscores the event’s focus on transparency. The format is designed to encourage candid, peer-driven conversation—the kind that doesn’t happen when vendors are in the room.
For an industry that has long celebrated digital transformation, the event poses an uncomfortable question: what if the metrics we’ve been chasing were never fit for purpose? Attendees will leave with frameworks, not fluff—and a clearer view of where their money is actually going.
Digital
Truecaller opens Business Chat platform to global partners and enterprises
Expansion aims to replace SMS with trusted, rich and conversational messaging
MUMBAI: Truecaller has expanded access to its Business Chat platform, opening it up to global channel partners and enterprise solution providers as it looks to reshape how businesses connect with customers.
The move allows partners worldwide to offer the platform to enterprise clients, enabling a shift away from traditional SMS towards a more interactive, verified and media-rich communication experience. The company is positioning this as a higher-trust alternative in an increasingly cluttered digital landscape.
With over 500 million active users globally, Truecaller is betting on its scale and daily engagement to give brands a more direct and credible way to reach consumers. The platform supports contextual conversations, real-time insights and engagement metrics, allowing businesses to fine-tune communication across the customer journey.
“The definition of success for modern enterprises has evolved. It’s no longer just about delivery but about earning attention and driving meaningful engagement,” said Truecaller global head, GTM Priyam Bose. He added that opening the platform to partners creates a gateway for brands to connect with users in a more trusted and action-oriented environment.
The expansion is already underway, with partners such as Gupshup and OneXtel live in India, while Globe Teleservices, Cloudcom and Sling Africa are driving adoption in international markets.
By equipping partners with data-driven tools and a conversational interface, Truecaller aims to help businesses cut through noise and build stronger customer relationships. The platform also promises a cleaner, more secure interaction layer, addressing long-standing concerns around spam and trust in business messaging.
As enterprises rethink customer engagement in a post-SMS world, Truecaller’s latest push signals a clear ambition to become a central player in conversational commerce.
