Marketing Wisdom: Key Tips from HBL’s CMCO, Ali Habib
thepakspectrum.com15 October 20244 Mins read 
Marketing is undergoing a major transformation – from digital disruption to evolving customer needs, staying relevant requires adaptability, creativity, and a deep understanding of your audience.
Ali Habib, the Chief Marketing & Communications Officer at Habib Bank Limited (HBL), shares his insights on how to stay ahead in the marketing game. Here are some key takeaways from his experience at one of Pakistan’s largest banks:
1. Hope and Legacy: The Heart of Good Marketing
Marketing, according to Habib, is rooted in hope and heritage. HBL, with its 75-year history, exemplifies how a brand’s legacy can serve as a foundation for its marketing efforts. “Hope is at the center of any great organization, and HBL embodies that in its heritage and in its promise to customers,” Habib shares. Brands with a strong legacy must recognize the importance of their past while looking toward the future.
This blend of tradition and innovation is key. For HBL, their rich history in Pakistan’s banking sector isn’t just a backdrop; it’s a testament to their solidity and customer trust.
The lesson? Never shy away from your brand’s roots — they offer a solid foundation from which you can innovate.
2. Navigating a Time of ‘Peak Disruption’
“We are living in a time of peak disruption,” Habib states, referring to the rapidly changing marketing landscape. What worked five years ago is now obsolete. Think about TikTok: a platform that was barely known five years ago but has now become essential for brands wanting to reach younger, digital-first audiences.
The key to thriving in this era? Nimbleness. “You have to be able to reorient your organization quickly,” Habib stresses. HBL’s journey exemplifies this agility, with the bank shifting 45% of its media spend to digital platforms by 2022, compared to just 16% in 2018. For a bank to embrace TikTok, allocating 40% of its digital spend there, was a bold move, but as Habib puts it, “You have to be where your customers are.”
3. Digitalization: The Future of Customer Engagement
Habib emphasizes that marketing today is all about meeting your customers where they are — which, increasingly, is online. “It’s not just about the changing landscape; it’s about how you reach out to your customers in that landscape,” he explains. Digitalization has become the driving force behind HBL’s marketing strategy.
The numbers speak for themselves. In the first half of 2023 alone, HBL processed 150 million digital transactions, accounting for 85% of all its transactions. Habib proudly shares that the throughput of these transactions reached a staggering 2.6 trillion rupees. This digital shift has made banking more accessible for customers, with services like HBL’s mobile app and Connect branchless banking playing pivotal roles.
For marketers, the message is clear: adapt to digitalization or risk being left behind.
4. Innovation Is Not Just About Technology
“Heritage and innovation aren’t two separate things,” Habib notes. While HBL takes pride in its heritage, it is equally proud of its innovative approach. Innovation, however, doesn’t just mean using the latest tech. It means continuously evolving to better serve customers.
A prime example is the bank’s focus on social media. Realizing that customers increasingly rely on platforms like Twitter for communication, HBL launched a dedicated customer service handle, HBL Care, to address customer concerns in real time. This is innovation with the customer in mind — making it easier for them to engage with the brand.
For Habib, innovation isn’t about jumping on trends for the sake of it. “Innovation must serve the customer,” he says. And that’s the essence of sustainable marketing.
5. The Power of Cross-Functional Campaigns
HBL’s sponsorship of the Pakistan Super League (PSL) is another shining example of how to successfully execute cross-functional marketing campaigns. The bank leveraged digital platforms, including TikTok and Instagram, to create massive buzz around the slogan “Jahan Fans, Wahan Stadium”. The campaign became a digital sensation, with 20 billion views and countless user-generated videos.
This success didn’t come from traditional marketing techniques but from understanding that fans today are active participants in brand conversations. By combining sponsorship with social media engagement, HBL showed how cross-functional marketing can drive results far beyond traditional boundaries.
6. Marketing with Purpose: Giving Back to Society
For Habib, good marketing isn’t just about promoting a brand — it’s about contributing to society. Over the last decade, HBL has invested 4 billion rupees in projects focused on health, education, and community development in Pakistan. This deep commitment to social uplift isn’t separate from the bank’s marketing strategy; it underpins it.
Habib’s approach to sponsorships, such as HBL’s decade-long association with the PSL, isn’t driven solely by brand-building metrics. “We didn’t look at PSL as just a marketing activity. It’s part of our responsibility to give back,” he states. The message for marketers? Ensure your brand’s actions resonate with a greater purpose beyond profit.
7. Creativity Is Important, but Sustainability Is Key
As Habib sums it up, creativity is essential, but what’s even more critical is sustaining that creativity over time. “You can’t do one campaign and go silent,” he says. Successful marketing involves consistent, thoughtful engagement with customers over time, building trust, and reinforcing your brand’s values.
In conclusion, Ali Habib’s insights offer a masterclass in modern marketing. From embracing digital transformation to balancing heritage with innovation, and from executing cross-functional campaigns to prioritizing sustainability, the lessons from HBL’s success are clear. Good marketing, as Habib describes, is about more than just promoting a product — it’s about building lasting relationships with customers and giving back to the community.
