Amit Bhandare on tapping Gen Alpha to create a financially literate nation

YES Securities, a leading financial services company in India and a subsidiary of YES BANK is one of the country’s prominent private sector banks. Established in 2013, YES Securities was founded with the mission to provide innovative, research-driven, and client-centric financial solutions to individual and institutional investors.

In an exclusive interaction with Adgully, Amit Bhandare, Head of Marketing and Corporate Communications at YES Securities, speaks about the inspiration behind the launch of the Wize Whispers campaign, the creative and strategic decisions that led to introducing Mr Turt as the central character in the Wize Whispers series. Bhandare also shares insights into the key outcomes achieved so far in terms of engagement and education, the evolving role of financial literacy in India’s BFSI landscape, and the major trends in the BFSI sector influencing marketing and communication strategies at YES Securities, and more.

What inspired the launch of the Wize Whispers campaign, and how does it align with YES Securities’ vision for financial literacy among young audiences?

At YES Securities, we firmly believe that financial literacy is the cornerstone of a secure financial future. Understanding financial tools, benchmarks, applications, and their long-term impact is essential for individuals of all ages. Financial literacy not only empowers individuals with stability, informed decision-making, future planning, and retirement readiness but also contributes to the economy's overall growth. After all, the development of an individual strengthens families, societies, and ultimately, the nation.

This philosophy perfectly aligns with our vision of “Empowering generations to invest wisely, securely, and seamlessly.”

To bring this vision to life, YES Securities introduced ‘The Wize Whispers’, a monthly comic book series created to teach children essential financial concepts. The Wize Whispers covers key topics such as compounding, inflation, stocks, bonds, mutual funds, and practical financial tools like banking and loans. Combining engaging narratives, vibrant visuals, and interactive infographics, the series simplifies complex ideas in an easy to grasp language and format, and transforms learning into an enjoyable experience for young readers.

Could you share some of the creative and strategic decisions behind introducing Mr Turt as the central character in the Wize Whispers series? How has the audience responded to this innovative approach?

When I see my 12-year-old daughter fidgeting and swapping between screens, I realize how crucial it is for today’s generation to cultivate the ability to concentrate.

The ability to stay focused and give undivided attention to the task without getting sidetracked or losing motivation—is truly a superpower. Concentration fosters competence, and in turn, builds our confidence. During our childhood, we were captivated by comics like Amar Chitra Katha, Tinkle, Chandamama, etc., which not only entertained but also embedded knowledge and lifelong lessons in us. We believed that a comic style series would be an ideal way to both engage and educate children, while also offering an alternative to screen time.

Once we settled on the idea of a comic, the next step was to create a character that would resonate with kids. We recognized that animal characters tend to be especially popular with young audiences, so we decided to make our mascot a wise animal. The owl seemed like the natural choice, but we were mindful of its often-negative associations. Drawing inspiration from the wise and beloved Grand Master Oogway of the ‘Kung Fu Panda’ series, we created Mr Turt – a character who combines wisdom with a friendly, approachable demeanour.

The Wize Whispers campaign has received phenomenal feedback, with Millennials feeling nostalgic about childhood comics and Gen Alpha exploring the format with excitement. The initiative has been widely appreciated across age groups and geographies, highlighting the value of delivering financial literacy creatively.

How do you plan to create widespread awareness about The Wize Whispers initiative, and are there any agencies, partnerships, or tie-ups involved in driving this campaign forward?

One of the primary goals of The Wize Whispers initiative is to encourage children to spend less time on screens. As a result, we have deliberately limited digital promotion for this initiative. While this approach may mean lower initial numbers, we believe in focusing on building strong roots first—much like the bamboo tree—knowing that significant growth will follow over time.

To date, we have partnered with several schools and organisations to distribute physical copies of The Wize Whispers.

We have also collaborated with Khayaal; an NGO that ensures The Wize Whispers comics reach underprivileged children.

In addition to these partnerships, we are actively in discussions with book publishers, school chains, and other institutions to expand the reach of The Wize Whispers and distribute more copies.

While physical distribution remains the primary focus, we’ve developed a complementary digital strategy to extend the reach of The Wize Whispers. Each edition is shared with subscribers via email during the first week of the month and made available as a downloadable PDF on our website. Additionally, key topics from every issue are highlighted through engaging posts on our social media platforms. This integrated approach combines the charm of physical storytelling with the power of digital connectivity to inspire financial literacy among children.

How do you measure the success of a campaign like The Wize Whispers, and what key outcomes have you achieved so far in terms of engagement and education?

I wouldn’t term The Wize Whispers as a campaign; instead, I’d call it a movement. Unlike traditional campaigns, it does not have organizational-centric objectives such as increasing brand awareness or driving business growth. Instead, its mission is far more holistic and aligned with nation-building—to help India become a financially literate nation.

This unique purpose makes measuring the success of this initiative more challenging. However, to gauge the understanding of financial concepts we’ve been teaching over the past year, we launched The Wize Whispers Quiz on Children’s Day.

Here are the key statistics from the quiz:

• Registered Students: 3,265
• Total Verified Students: 2,838
• Certificates Generated: 1,724

This means that 52.80% of the registered students successfully completed the quiz and were issued certificates.

While these numbers may seem modest at first glance, they signify just the beginning of this journey. Our vision is to take The Wize Whispers to every district in the country, ensuring that financial literacy becomes a fundamental skill for future generations.

With over 17 years of experience, how do you see the role of financial literacy evolving in India’s BFSI landscape, and what role can brands like YES Securities play in this journey?

In today’s dynamic, rapidly evolving, and unpredictable economy, acquiring adequate financial literacy is essential for individuals to succeed and seize new opportunities. The role of financial literacy in India’s BFSI landscape is evolving rapidly, driven by the country’s strides toward greater financial inclusion and digital transformation.

Financial literacy not only empowers individuals by enhancing their financial stability, future planning, decision-making, and retirement readiness but also contributes to broader economic development. After all, the growth of an individual positively impacts families, societies, and the nation.

BFSI brands play a crucial role in advancing financial literacy through a three-fold strategy:

• Creating tailored programs for demographics like students, homemakers, and first-time investors.
• Collaborating with schools, colleges, and NGOs to integrate financial education into curriculums and reach underserved communities; and
• Leveraging technology through webinars, online courses, and interactive tools to make financial concepts accessible and engaging.

By adopting this holistic approach, BFSI brands can play a transformative role in building a financially literate society, contributing to individual empowerment and national progress.

What key trends in the BFSI sector are influencing your marketing and communication strategies at YES Securities, especially in the post-pandemic era?

The current communication trends in the industry are as follows:

• Focus on backend investment strategies and features, rather than front-end consumer benefits.
• Overemphasis on the product, which results in a lack of clear articulation of the brand promise.
• Heavy use of complex technical jargon.

As one of the youngest broking houses, it is crucial for us to be both sharply differentiated and highly relevant. Instead of following what’s “new” or “trending,” we choose to focus on what “won’t change.”

Our message is simple: don’t confuse experience with expertise, and don’t mistake expertise for wisdom. While deep knowledge is essential, it doesn’t guarantee that one knows when to apply it. Wisdom, in our view, is the ability to make decisions that blend knowledge, experience, and intuitive understanding. It’s about applying relevant insights at the right moment.

When people seek advice, they’re not looking for someone to tell them exactly what to do. They want guidance on how to approach the decision-making process. The best advice doesn’t dictate actions—it clears blind spots in our thinking and helps clarify our priorities. This is exactly what we aim to do, and it’s why we proudly proclaim ourselves as the “Choice of the WiZe”.

We are building a consumer-centric perspective, rather than a manufacturer’s view.

Our goal is to forge long-term partnerships with our clients, positioning ourselves as a trusted partner in their investment journey, rather than a short-term tactical solution.

How has the evolution of digital payments and technology transformed customer expectations in the BFSI sector, and what strategies have been most effective in engaging this digitally savvy audience?

With the rapid adoption of digital platforms, customers now demand seamless, secure, and personalized experiences. A smooth transition between digital and physical touchpoints has become a critical expectation. Customers seek consistent experiences across mobile apps, websites, and in-branch interactions.

Following strategies have been effective in engaging with digital savvy customers:

• Personalized Insights Through Data Analytics: We leverage data analytics to gain deep insights into customer behaviour and preferences, enabling us to deliver personalized experiences.
• Building Trust Through Advanced Cybersecurity: To ensure customer confidence, we have implemented robust cybersecurity protocols that prioritize data protection and fraud prevention.
• User-Centric Platforms: We are committed to creating intuitive, user-friendly platforms designed to simplify their interactions and enhance customer satisfaction.

What are your future plans for campaigns like The Wize Whispers? Are there plans to expand it to other platforms or age groups to further enhance financial literacy?

Building on the success of our financial education initiatives, YES Securities is poised to further amplify its impact.

Scaling Up ‘The Wize Whispers’

Outreach to Schools: We plan to extend The Wize Whispers to 1,000 schools across Maharashtra, gradually scaling it nationwide.

Vernacular Expansion: To reach every corner of the nation, we have begun translating these comics into vernacular languages, starting with Hindi and Marathi. Over time, we aim to make them available in all prominent Indian languages, ensuring inclusivity and accessibility.

We have identified the following segments of the society to drive financial literacy and have created different properties/programs for them.

School Kids: The Wize Whispers

College Students: We Love Wonga

Women: ExtraordiNARI

Empowering Adivasi Women: On Women’s Day, we conducted financial literacy sessions for Adivasi women at SGNP in partnership with Seva Charitable Trust.

Collaborating with Mumbai Police: During Navratri, we teamed up with Mumbai Police to promote women’s safety and strength, reinforcing our commitment to societal empowerment.