“What feels like the end is always the beginning”


Bajaj Finserv was formed in April 2007 as a result of its demerger from Bajaj Auto Limited to further the Group’s interests in financial services. Its insurance joint ventures with Allianz SE, Germany, namely Bajaj Allianz Life Insurance Company Limited and Bajaj Allianz General Insurance Company Limited are engaged in life and general insurance business respectively. Bajaj operates with a simple philosophy of never settling for good, and always aiming for great. Their wide and growing portfolio of products across lending, insurance and wealth advisory bears testimony to this belief.


The Bajaj Finserv search campaign was performing fairly well and was reaching the targets set by the clients. However, in order to achieve much more, sunSTRATEGIC studied the campaign to the last detail and concluded that ‘Loans’ is a highly searched keyword. This was an opportunity that needed to strategize so that we rank organically on that keyword. Challenge: Bajaj is India’s leading integrated Lending, Insurance and Wealth Advisory financial service company. As we all know, loans are an integral part of purchasing a material or starting up a business. So it was imperative for Bajaj to lead the way when it came to SEO keywords related to loans, the most important keyword being ‘EMI’. It is a highly searched keyword with a monthly volume of approximately 121,500. The main motive was to capitalize on the popularity of this keyword without bidding on it and in the process prove the power of smart SEO. But it wasn’t a simple task. sunSTRATEGIC had absolutely no presence of this search query, we would require loads of keyword-rich content to achieve the same. So we had to go back to the drawing board and come up with a strategy for ranking organically on this keyword. Objective: The objective was to target the keyword ‘Loan’, as it generates a lot of clicks. We wanted to beat the biggest competitor – SBI Capita, in organic rankings for the keyword. The major objective was to generate visits for the Bajaj Finserv website using this keyword.


Bajaj Finserv has a vision to become a full fledged financial services company and be the financial partner to the Indian consumer and help him across his financial needs, whether for finance, for investment management, for protection or for post retirement support, throughout his lifecycle.


sunSTRATEGIC has given Bajaj a social makeover and it is reflected in the increased no. of engagement with the fans. Also, with the followers sharing our content on other social platforms, it gives the company a wider viewership. Our creative team comes up with the posts, day in day out, by a collaborative effort between the content writers and the designers. We also kept constant watch over the management of the online reputation. We did this by checking on a daily basis, by studying their online performance on various social media platforms and tabulating the information to give Bajaj a professional statistical analysis.