Anvi Dadhich Joins JioBlackRock Investment Advisers As Marketing Lead
Anvi Dadhich has joined JioBlackRock Investment Advisers to lead marketing, after more than eight years in brand and marketing roles.
- Company: JioBlackRock Investment Advisers
- Role: marketing lead
- Previously: associate marketing director, PowerUp Money
- Base: Mumbai
What Anvi Dadhich Has Been Asked To Do
Widen the audience. Dadhich described the opportunity as reaching people at both ends of the investing journey, those starting out and those who have built wealth and find managing it increasingly complicated.
That is a deliberately broad target, and it is the strategic problem advisory businesses in India keep running into: the product is trusted slowly and bought rarely, so marketing has to educate before it can convert.
The Record Behind The Hire
Agency discipline first. Dadhich began in account management at Digitas India from 2018, handling a portfolio that included Parle Agro, Hasbro Gaming and Tata Cliq, before moving into brand and digital marketing at WeWork India as the company launched an on-demand day-pass product.
At Uni Cards came a consumer fintech launch, marketed from pre-launch through launch via community building, social, influencer and performance marketing, including campaigns built around splitting a card payment into three. A consulting period followed, with Raj Shamani's Figuring Out and seed-stage start-ups, and then nearly three years at PowerUp Money leading the full content and marketing charter.
Why That Shape Fits
Because the four things an advisory business needs from marketing are in different parts of the record: positioning from the agency years, scale from WeWork India, a consumer fintech launch from Uni Cards, and a full charter from PowerUp Money.
The Uni Cards work is the clearest signal of range: one campaign presented the card as a way to split a price tag into three parts, and another personified the same proposition by splitting its brand ambassador into three.
Dadhich is also hiring across content, performance marketing and creative, which suggests the function is being built rather than inherited.
More people moves on Ad Tribe.