Federal Bank has launched its latest integrated marketing campaign titled Savings Ki Vidya, aimed at boosting its deposit base. The campaign features actress and brand ambassador Vidya Balan and focuses on promoting savings through relatable, everyday scenarios.
Positioning itself in the consumer’s mind as a bank that values relationships and smart financial decisions, Savings Ki Vidya builds on Federal Bank’s existing narrative Rishta Aap Se Hai, Sirf App Se NahiR. The campaign uses a series of short films to depict situations where people often forget to save, and someone close reminds them of its importance. Vidya Balan appears in these scenarios, encouraging her friends to make informed saving decisions.
“Savings Ki Vidya, shifts the narrative to long-term relationships with Federal Bank, which is known for its great service. Opening a savings account with us is the beginning of all things you may want to do thereafter. The campaign steps aside from tactical conversations around product features or interest rates and owns the ‘act of saving’. This allows for an origami kind of a model, where at different points in time, sprint runs of specific aspects of savings/current account or card features or interest rates for specific segments can be amped up. You simply can’t miss ‘The Vidya’ for a moment in this warm, witty and winning narrative. The campaign is a tributary to Federal Bank’s core essence, ‘Rishta Aap Se Hai Sirf App Se Nahi,’ and reflects on the strength of the Bank’s team and their ability to deliver service excellence – that’s the calling card to opening accounts with the Bank,” said M V S Murthy, Chief Marketing Officer, Federal Bank.
According to the bank, the concept allows for modular storytelling and can be adapted to highlight specific features or promotions throughout the year. The films are backed by an original music score intended to match the campaign’s tone.
“Federal Bank is maxing the potential of working with me as their ambassador. The witty word play around my name is almost serendipitous, given that knowledge helps us make smart choices that lead to prosperity, and it’s the everyday moments that make this campaign relatable. A simple storyline which reinforces that those who care about us look out for us. I’ve experienced the Federal Bank ethos of Human at the Core and Digital to the Fore firsthand when I opened an account with them, which showed me that they mean it when they say, Rishta Aap Se Hai, Sirf App Ae Nahi,” said Vidya Balan.
The campaign is being rolled out across multiple platforms including television, digital and social media, outdoor advertising, print, in-branch promotions, and branded merchandise. The films will be dubbed into several regional languages to reach a broader audience.
