In a MediaBrief exclusive, Sourabh Lohtia, Chief Marketing and Communications Officer at PNB MetLife, speaks about how the company seamlessly integrates traditional values with modern marketing to connect with today’s consumers.
Lohtia explains how PNB MetLife’s campaigns reflect these core values through authentic storytelling and need-based solutions across life stages. He also discusses the brand’s achievements in sports sponsorships, including the Junior Badminton Championship.
Kicking off the conversation by explaining how PNB MetLife balances its rich traditional values with innovative marketing strategies to appeal to modern consumers, Sourabh Lohtia says, “Indians value trust, family, and the pursuit of big dreams for their loved ones. At PNB MetLife, our approach centers around need-based solutions across all life stages that resonate with these values.”
“Our marketing campaigns are thoughtfully crafted to reflect and reinforce these enduring values, creating a sense of familiarity and trust,” he shares, adding, “One of our recent marketing campaigns, the Trust Campaign, also highlights the deep trust and goodwill PNB MetLife has built among customers through the rich heritage of PNB and MetLife’s global expertise in insurance.”
Lohtia highlights that, “We believe marketing today is not about isolated campaigns, but rather having meaningful and consistent conversations with customers, building on the key message across platforms. And this can be achieved through authentic storytelling rather than the hard sell of products and services.”
“To further build engagement and connect with the relevant audience,” he says, “we focus on connecting emotionally with our audience while showcasing our strong legacy and how our need-based solutions can help them achieve their big dreams – be it joyful retirement, child education or marriage, long-term wealth creation, or building a safety net.”
How PNB MetLife is building engagement through technology
“By leveraging new-age digital tools and technologies, we amplify this storytelling across platforms, ensuring PNB MetLife remains top-of-mind in a competitive market while staying true to the values that our brand stands for,” explains Lohtia.
He points out that, “Recognizing that today’s customers have diverse and evolving expectations, we employ advanced data analytics and customer insights to tailor our marketing strategies across various digital and offline channels.”
“This,” he says, “allows us to develop personalized, targeted communications that resonate with specific demographics, interests, and life stages, delivering content that is relevant and impactful for our customers.”
Sourabh Lohtia on PNB MetLife’s brand strategy and engagement
Talking about PNB MetLife’s achievement of securing a world record for the third consecutive year with the Junior Badminton Championship and the company’s brand strategy, Lohtia remarks, “Achieving a world record for the third consecutive year with the Junior Badminton Championship (JBC) highlights how PNB MetLife’s brand strategy is rooted in building meaningful connections with communities.
“It’s not just about sports,” he underscores. “It’s about fostering values like wellness, empowerment, and resilience, which align perfectly with our mission to help people secure their big dreams—whether that’s financial security or a healthier lifestyle.”
Lohtia adds, “The JBC has seen incredible growth, with over 56,000 young athletes participating in more than 46,000 matches across eight editions. This is more than just a milestone—it’s proof of our long-term commitment to developing young talent and contributing to a stronger, healthier future for India.”
“The recognition from the World Record Certification Agency (WRCA) is a great reflection of the event’s success, and it gives us a unique opportunity to build on this momentum,” he shares.
Lohtia explains how PNB MetLife plans to leverage this milestone to further enhance engagement with young athletes and their families.
“Moving forward,” says Lohtia, “we’ll continue to expand the event, strengthen our engagement with local communities, and blend our brand’s focus on financial security with physical wellness. This way, we not only enhance brand visibility but also deepen our connection with young athletes who will grow up with PNB MetLife as a trusted partner, both in their dreams and in their journeys.”
Sourabh Lohtia on the role of sports sponsorships at PNB Metlife
With the growing success of the JBC and initiatives like the Boot Camp, Lohtia highlights the role of sports sponsorships in PNB MetLife’s broader communication and marketing goals, particularly towards building trust and connecting with communities at the grassroots level.
Lohtia notes that, “These initiatives go beyond traditional branding—they represent our commitment to youth development, health, community well-being and securing the big dreams of young shuttlers in the country.”
“JBC, for instance,” he says, “has allowed us to deeply connect with young athletes and their families across India. It’s not just about promoting the brand; it’s about investing in the future of the next generation.”
“By providing a platform for these young talents to showcase their skills, we build genuine trust at the grassroots level. It’s a reminder that we are a brand that cares about well-being, and through sports, we can contribute to their growth—not only physically, but also financially, by helping families safeguard their future,” adds Lohtia.
Sourabh Lohtia on PNB Metlife’s partnership with cricket
“Our partnership with cricket, especially with Smriti Mandhana—PNB MetLife brand ambassador, is a powerful move to connect with a much broader and younger audience. Cricket has an unparalleled following in India, and through Smriti, we’re tapping into a fanbase that’s driven by passion, inspiration, and big dreams—values that both Smriti and PNB MetLife symbolize,” shares Lohtia.
“Her strong persona and success story perfectly align with our brand’s message of dreaming big and preparing for it,” expands Lohtia. “By leveraging her influence, we not only engage the youth but also deepen our connection with millions of cricket fans who see her as a role model. This is where we can make a real impact—by aligning with values that inspire an entire nation.”
To wrap up the conversation, Lohtia says, “Ultimately, our strategy with the sports association is about more than just visibility. It’s about fostering long-term relationships, establishing authentic connections, and building trust—particularly with younger audiences. Whether it’s badminton or cricket, we’re positioning PNB MetLife as a brand that understands the dreams of India’s youth and is here to help them secure a future where those dreams can thrive.”
