M4G Talkies Ep 4: ABSLI’s CMO on Women in Finance, AI and DOOH

In this episode of M4G Talkies, Sharatee Ghosh makes a compelling case for why life insurance is the one financial product that working women in India consistently overlook, and why that needs to change. Drawing on research behind Aditya Birla Sun Life’s new Her Insurance initiative, she reveals a startling insight: even working women in double-income households feel their families won’t miss them financially if something were to happen to them. Her strategy to address this is built on simplicity, relatability, and commitment, asking women not to buy immediately, but to pledge first, understand the product, and then act. The campaign, she explains, is less about selling insurance and more about creating an entirely new category built around women’s financial needs. 

On the role of outdoor media, Sharatee is an unambiguous believer. She shares how Aditya Birla Sun Life ran what she describes as India’s first AI-powered billboard in Juhu, where over 2,500 Mumbaikars scanned a QR code and saw their future selves on a hoarding within 10 minutes, all anchored around the question, “Aap boodhe hoke kya banoge?” The outdoor became content for social media, and social media reactions fed back onto outdoor, creating a full loop. Going forward, she sees digital OOH as a reminder medium with the power to nudge real behavioural change, and with Her Insurance, she hopes to eventually take the campaign to hoardings that display the number of pledges made and crores of life cover secured by Indian women.