Interview with Shashwat Vatsa, AVP, Brand, at Olyv, spans several hours
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Alokananda Chakraborty, a renowned branding expert, is making waves in the fintech industry with her role at Olyv. Her focus is on making credit and financial products feel approachable and relevant to consumers.
Chakraborty's approach to branding in fintech is strategic and user-centric. She decodes complex consumer psychology, builds trust, simplifies financial concepts, and maintains an authentic, empathetic brand voice that understands and supports customers in making informed financial decisions. Her mantra is to ensure the brand is not just good but exceptional by genuinely helping users with the best available solutions.
A typical day for Chakraborty involves team alignment, campaign planning, creative reviews, and close collaboration with product and business growth teams. Understanding customer behavior and feedback underpins all branding efforts at Olyv, making the brand more effective and responsive.
Chakraborty's preference for a minimal but effective setup is reflected in her choice of tools. A MacBook Air (M2) and Sony WH-1000XM5 headphones are her constant companions.
Inspiration for Chakraborty comes from various quarters. She admires Nike, Apple, Spotify, Zomato, and Olyv for their respective brand attributes. The luxury segment of mobility occasionally piques her interest, offering a refreshing perspective.
Chakraborty's weekdays are structured but dynamic. Mornings begin with short team syncs to align on priorities and performance. Evenings are reserved for assessing the pipeline of work and upcoming future projects to plan well in time.
The quantum of the 'customer first' approach practiced by brands differentiates them from being an exceptional brand vis-a-vis a good brand. Chakraborty's work at Olyv is a testament to this, as she continues to simplify finance in a modern, honest, and user-first manner.
In an industry where complexity and trust are critical factors, Chakraborty's branding strategy is a breath of fresh air, balancing data and emotion through personalization, just like Spotify, while maintaining a bold and culturally relevant voice, much like Zomato. Her empathetic brand voice understands its consumers and assists them with the best available solutions, making Olyv a brand to watch in the fintech space.
- Alokananda Chakraborty's strategic and user-centric branding in the fintech industry, particularly at Olyv, is reshaping the defi market by making financial products more accessible and relatable to consumers.
- In the business of technology, Chakraborty's approach to branding involves decoding complex consumer psychology, maintaining an authentic and empathetic brand voice, and simplifying financial concepts to foster trust.
- Chakraborty's branding strategy in the finance sector is reminiscent of well-known brands like Spotify and Zomato, as she balances data and emotion through personalization and maintains a bold, culturally relevant voice, thereby positioning Olyv as a brand to watch in the fintech market.
