Federal Bank unveil new campaign,TVCs created by Ogilvy

Federal Bank, unveiled the first-ever brand centric campaign in association with its new advertising partner, Ogilvy. Centering around the theme of long lasting partnerships, Federal Bank – ‘Your Perfect Banking Partner’ – released a series of emotionally appealing and heartwarming television commercials (TVCs) on national and regional television channels.        

Created by ace ad filmmaker Prasoon Pandey, Federal Bank’s three new TVCs eloquently portray the premise of ‘long lasting partnerships’ by showcasing an endearing bonding of an old yet ‘young-at-heart’ couple that will appeal to all age groups. The TVCs celebrate the eternal bonding between Federal Bank and its customers, who always remain emotionally connected to the Bank simply because it has been with them at all stages of their personal and professional life. This is beautifully expressed in the Hindi punchline – “Saathi Sahi to Kismat Khul Jaati Hai, Zindagi Khil Jaati Hai” (“If you get the right partner then you get lucky and life becomes beautiful).

Abraham Koshy, Chairman, Federal Bank, said, “Federal Bank has now grown into a leading private sector bank with pan-India presence and through the new campaign, the Bank wishes to communicate to the expanded audience what Federal Bank stands for. The corporate campaign is anchored in the consumer insight that the Bank is considered as a warm, reliable and a lucky relationship partner of consumers. We have weaved this insight into the theme for the campaign that resonates well the emotional quotient of a perfect relationship.”    

The three-series TVCs showcase the beautiful interplay between a husband and wife who align themselves seamlessly to each other simply because they know each other so well. The storyboard picks on real life situations of a happily married couple – the first one where husband knows that his wife doesn’t like medicine and therefore slips it in her milk without her knowing it. And later on, the wife confesses that she always knew about it but pretended to be ignorant to make him happy. In the next one, the husband is sick of his wife’s ‘same old boring’ joke but laughs the loudest when she narrates it in the presence of visitors just to please her. In the third one, the husband expresses unhappiness that his wife often stops to admire flowers, plants and other flora during their morning walk. The wife, on her part, confesses that she does it because she knows that her husband becomes breathless during walks and her frequent stops give him the badly needed respite.        

Federal Bank will launch the advertising campaign across multiple media platforms in key markets pan India with a focus on Kerala, Karnataka, Maharashtra, Gujarat, Tamil Nadu & Punjab. The new communication campaign is in sync with the Bank continuing to expand its footprint and taking its national network tally to 1,174 branches and 1,359 ATMs as at March 31, 2014. In FY2014, Federal Bank confidently navigated macro-economic headwinds and recorded growth with improved asset quality, on YoY and QoQ basis. It posted impressive growth in key operating metrics. And it has aggressive growth and expansion plans for the future.