Bhavna Dayal
Head - Communications @Microfinance Industry Network Mfin
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WORK HISTORY
Head - Communications @Microfinance Industry Network Mfin
Gurugram, IN
While I have worked for several years in building brands of corporates, working at MFIN has been an exceptional experience. For the first time ever, I am working for an industry! Low-profile, despite serving the low-income households of rural India, Microfinance was hardly talked about and even less understood. I was hired to change that; create awareness about the sector’s role in financial inclusion, livelihood generation and women entrepreneurship. My first task was to identify the gaps and grasp a strong foothold in the sector. Thereafter, I introduced a fresh media communication policy before the Board. Oped articles by spokespeople from MFIN Secretariat were initiated, the power of good content was used to increase engagement in social media, regional media engagement was increased manifold, resulting in positive perception of the sector, which helped immensely in times of crisis. Delving deep into MFIN’s history and that of the sector gave me the privilege of interacting with some of the masterminds in the industry and document MFIN’s evolution and that of the sector in ‘The Journey of a Decade’, a 10-year Anniversary Special issue of the Annual Report with quotes from the likes of Mr Y H Malegam of the famous Malegam Committee, Chairman NABARD, Former RBI Deputy Governors, Mr Anand Sinha and Dr Harun R Khan, among several others. At a state-level, celebrity-based films featuring Barsha Rani in Assam and Nivedita Joshi Saraf in Maharashtra, were developed to spread important messages to the customers at large. Later, I conceptualized a robust MFIN website to showcase the sector’s achievements. My journey continues, the greatest learning has been to meet a league of leaders who are committed to work for the development of the nation in the face of repeated crisis….synonymous with resilience, that’s Microfinance!
EDUCATION
Symbiosis Pune, India
Postgraduate Diploma in Business Administration
Swedish Institute Management Programme
Diploma, Corporate Social Responsibility and Sustainability
University of Calcutta
Bachelor of Science (B.Sc.)
The Maharaja Sayajirao University of Baroda
Postgraduate Degree, Botany
ABOUT BHAVNA DAYAL
I have spent close to 20 years in the Communications space having worked with different industries like construction, automotive and microfinance, each with its own stakeholders and challenges. I have enjoyed the dynamism of the field - creating scripts for films, briefs for advertisement campaigns, concepts for marketing collateral, managing events, among others. The knowledge that everything created is within public scrutiny and plays a critical role in enhancing the brand of the company, is quite daunting. In these years, I have grown to appreciate the power of good content as that eventually flows into strong communication through different tools. Storytelling hence has been my forte and I have created strong collateral in each of my workplaces to give an impetus to internal and external communication. While a greater part of my career has been working with corporate houses, I am presently working at a sectoral level representing Microfinance in India, which is a great challenge for me. I enjoy interactions with people and realize that as communicators, we need to strike a chord with every kind of audience.
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