Federal Bank, one of India's leading private-sector banks with an impressive legacy, announced the appointment of acclaimed actress Vidya Balan as its first-ever brand ambassador. The announcement was made at a special ceremony in Mumbai, where Ms. Balan was presented with a commemorative memento by Mr. K.V.S. Manian, Managing Director & CEO of Federal Bank.
This partnership represents an important milestone in the bank's journey as it continues to enhance its market position. The bank’s senior team, during a recent analyst meet, laid out clear directions for growth, with brand transformation being a key theme.
M V S Murthy, Chief Marketing Officer of Federal Bank, explained that Ms. Balan was a strategic choice to capture attention across various demographics. He said, “We are super-stoked to have Ms. Vidya Balan champion Federal Bank. She is versatile, appeals across demographics and gender, has a pan-India fan following, and is multi-faceted. An actor's actor, she becomes the character on camera while continuing to charm us in her interpersonal interactions off-screen. Her preparation, desire to understand nuances, and consideration of various scenarios all contribute to her ability to bring out the essence of every role she plays. We have experienced this as we sought to bring her on board. At Federal Bank, too, empathy is our segue to understanding and servicing our customers. It’s a universal trait that transcends geographies, generations, and customer demographics. Our NPS scores and Peer Comparison in the Nielsen studies, clearly indicate the stripes we have earned by being a Human at The Core, Digital at The Fore™ Franchise. Much like Vidya, we too make light of our chores and celebrate the wins created through the collective effort of our teams. I am sure Vidya will power prosperity for everyone associated with Federal Bank. Character, Culture and Customers are how we celebrate ourselves and the Brand.”
Ms. Balan, who has garnered critical acclaim through her versatile performances in films like Kahaani, Parineeta, and Shakuntala Devi, expressed her enthusiasm about the collaboration. “Being an ambassador for varied Brands in the country, I believe we are telling the India Story to the World. And Federal Bank, makes the cut, in terms of powering our economy from down South to up North. They have a very broad brush when it comes to having a generationally loyal franchise, being the leading employer for Women in the country, creating a work culture where people stay and contribute to all-round growth. I am deeply appreciative of their efforts in supporting communities and causes, while continuing to build a very robust business. I genuinely sense the vibe when Federal Bankers tell me that they are Human at the Core, Digital to the Fore TM. Looking forward to a very exciting ‘Rishta’ with Federal Bank.”
The multi-year partnership will span various marketing initiatives, including television commercials and digital campaigns.
As Federal Bank embarks on a breakthrough journey, the first-ever brand ambassador will help share the brand's story with the world and deepen its connection with stakeholders. Just as Vidya has redefined female leadership in Indian cinema through powerful performances and meaningful choices, Federal Bank is pursuing breakthroughs across product propositions, service lines, and geographies.
