Learn how Santanu Chakraborty, Lead – Corporate Communications at Bombay Stock Exchange is driving initiatives that garner millions of views:
Ravi Lalwani: Describe 1 or 2 strategic initiatives under CorpComm at BSE in the last 12-18 months.
Santanu Chakraborty: At BSE, we have redefined corporate communications by blending strategic storytelling, data analytics, and cross-industry collaboration to build trust and engagement. One of our key strategic initiatives focused on making finance fun and inclusive. Partnering with leading media houses such as Times of India, CNBC & Moneycontrol, we launched ‘Mane Ki Mano’, a ground-breaking investor education series that featured a relatable mascot dishing out ‘masala + money gyaan’ in 11 languages. This initiative resulted in 17 short films which garnered 150+ million views, and significantly boosted retail investor awareness, particularly in tier 3-6 towns. In tandem, our ‘Financial Literacy for All’ campaign turned complex financial policies into easily digestible, vernacular content on social media. These efforts showcase that finance doesn’t have to be intimidating – it can be both fun and deeply impactful when communicated with clarity, creativity, and cultural relevance.
What kind of information is critical for effective decision-making for CorpComm?
At BSE, we have embraced cutting-edge technology by introducing AI-powered sentiment analysis and engagement metrics to guide our messaging, while competitor benchmarking helps sharpen our differentiation. Our crisis prediction tools help us proactively identify and mitigate potential risks. Insights from these tools revealed a strong demand for explainer videos and interactive sessions, which led to the successful execution of 7 leadership town halls and hyper-targeted internal communications, fostering greater alignment and transparency across teams.
Merging creativity, data and strategic partnerships helped us transforme BSE into more than just a market leader – it has become a trusted voice in India committed to clarity, connection, and continuous innovation.
What social media metrics do you follow closely and how do you apply those?
At BSE, we treat social metrics as our North Star, continuously refining our approach to ensure maximum impact and relevance. Our focus on engagement rate-analyzing likes and shares-helped us understand what truly resonates with audiences. This insight led us to pivot toward snackable Reels, resulting in an impressive 36% follower growth, crossing 1+ million followers in FY25.
We go beyond just participating in conversations by actively shaping them; our emphasis on share of voice ensures BSE remains the heartbeat of India’s financial dialogue. Through real-time sentiment analysis, we track public mood closely, enabling us to course-correct instantly and transform critics into advocates. Additionally, we’ve prioritized CTR optimization, recognizing that every click is a step toward deeper engagement. By replacing financial jargon with relatable ‘money gyaan’ in trending formats, our investor education portals achieved record-breaking traffic – proving that the right mix of clarity, creativity, and analytics can drive meaningful outcomes.
Financial companies are partnering with others in sectors such as retail, healthcare, hospitality, travel, etc. How is CorpComm empowering these partnerships?
CorpComm at BSE isn’t just about announcements – it’s about alchemy. Our collaborations with organizations like CII, NASSCOM and ESG-focused startups through the Social Stock Exchange go beyond transactions; they are compelling narratives about BSE’s role in driving inclusive growth. Whether it’s empowering brokers or supporting clean-energy, we tell the story of how BSE enables progress, through initiatives such as co-branded thought leadership, exemplified by ANMI’s trader training programs, and impact storytelling, seen in our contributions to historical documentaries for the SEBI museum as well as collaborative projects with FICCI, Assocham, and ISF. These demonstrate that effective corporate communication is about building ecosystems, shaping perception, and showcasing purpose-driven impact.
How is creativity evolving within the CorpComm community?
I look at the future with hope, curiosity, and excitement. Gone are the days of dry, press releases. At BSE, we’re ushering in a new era of storytelling and engagement. Take Navrasa, for instance, where 9 traditional Indian emotions are reimagined through folk tales to teach 9 powerful money lessons. We’re going hyper-local with podcasts featuring Oyo’s Ritesh Agarwal, tailored for audiences in cities like Patna & Panchkula – content that starts regional but resonates nationally. With AI-powered personalization, our next-gen communication ensures that your interests directly shape our messaging. We’re not just adapting to change – we’re writing the playbook.