July 9, 2014: Federal Bank recently launched a three film ad campaign communicating an emotional reason why people would want to be associated with Federal Bank. All the three ads conceptualised by Ogilvy & Mather features an elderly couple which shows one of them acknowledging the habits of the partner but still accommodating the other.
Dr Abraham Koshy, Chairman, Federal Bank, while speaking about the new campaign 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.” He added, “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.”
Speaking about the new campaign Piyush Pandey, Executive chairman and Creative director, South Asia, Ogilvy & Mather who is fresh from ‘Ab ki baar Modi Sarkar’ campaign was quoted as saying “People trust different banks for different reasons. Federal Bank needed to give its consumers a unique reason to bank with a traditional private bank. We chose ‘great partnerships’ as the centre of our strategy, because that is exactly what has helped Federal Bank become Kerala’s most favourite bank for years.” He added “Be it home loans, or car loans, or SME loans, everything the bank does has the spirit of partnership at its core. And this is what, we chose to highlight through our three-ad film campaign.”
Speaking about the creative part he explained why they chose a jovial old couple. He said, “Their partnership is loving and caring, while being fun all the time. They symbolise the bank’s values of warmth, intuition, understanding and personalisation.”
The new ads of Federal Bank highlight the viewer on the little secrets that make their partnership so selfless and beautiful just like the one that a customer would experience with Federal Bank.
Federal Bank new campaign
[youtube height=”HEIGHT” width=”WIDTH”]https://www.youtube.com/watch?v=6phItIvSshE[/youtube]