Global Fintech Fest | CSB Bank Marketing Head on Startup Thinking, ROAS and AI

Samar, Head of Branding & Marketing at CSB Bank, has spent 20 years in banking across HDFC Bank, Yes Bank, AU Small Finance Bank and RBL Bank, with a stint at a startup in between. In this episode of Intelligent Conversations with Fyno, Samar speaks with Rohit Jain, Chief Business Officer of Fyno, about running marketing at a 100-year-old bank that still thinks of itself as a five-year-old startup. They cover why channel-by-channel ROAS says little in banking, how CSB planned its FCNR campaign across channels, and why most banking products are a considered purchase. Samar also shares a view on where AI helps banks first, why trust is still built human to human, why CSB invested in Fyno, and the career as a cricket commentator that might have been. Chapters 0:00 Introduction 0:18 From HDFC Bank to a startup and back 1:31 A 100-year-old bank that runs like a startup 2:20 What agility in a bank really depends on 3:03 When branding and marketing became one function 4:50 ROAS in banking and the FCNR campaign 8:15 Why banking decisions take time 9:27 Why CSB invested in Fyno 10:02 AI and trust in banking 12:41 One AI agent across every channel 16:16 AI inside the bank 17:30 Can an Indian CX platform go global? 20:16 A cricket commentator in a parallel universe Fyno is the intelligent communications hub for financial services. Every message, campaign, conversation and document runs through one platform. 🔗 fyno.io #BFSI #BankMarketing #CustomerExperience #Banking #AIinBanking