O&M Mumbai Shares Loving Couple's Cheeky Secrets for Federal Bank

Federal Bank is the fourth largest private sector bank in India in terms of footprint. For nearly seven decades, it has partnered and helped over six million customers realise their dreams. Today, it has 1203 branches and 1393 ATMs spread across the country and is aggressively expanding further. Innovative and award winning products like FedBook, Virtual Accounting System, E-maintenance, and Apna Gold 24*7 are but a few of the Bank’s new age products.

The task at hand was to communicate an emotional reason why people would want to be associated with Federal Bank.

Mr. Piyush Pandey - Executive Chairman & Creative Director, South Asia, Ogilvy & Mather: Federal Bank has great credentials as business partners with a huge reputation in Kerala. Now, with the bank aiming to have a large national presence, we have captured the spirit of a true partner in a delightful human way. It is a fitting presentation of a wonderful brand. Corcoise Films have brought alive the scripts in its inimitable way.

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. 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 3-ad film campaign.

We chose a jovial old couple who have grown old together, enjoying each other’s company. Their partnership is loving and caring, while being fun all the time. They symbolise the bank’s values of warmth, intuition, understanding and personalisation.

Each of the films highlights the things the couple does for each other. The execution lets the viewer in on the little secrets that make their partnership so selfless and beautiful – just like the one that a customer would experience with Federal Bank.

Dr. Abraham Koshy, Chairman, Federal Bank: 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.

Credits

Client: The Federal Bank

Creative Agency: Ogilvy & Mather, Mumbai

Executive Chairman & Creative Director, South Asia: Piyush Pandey

Creative: Kiran Antony, Rishi Chanana, Jigar Fernandes 

President - Mumbai and Kolkata: Navin Talreja

Account Planning: Aniruddha Khandekar, Dilip Garga

Account Management: Asheesh Malhotra, Heval Patel, Feroz Shaikh, Shamika Salvi

Production House: Corcoise Films

Director: Prasoon Pandey

Producer: Cyrus Pagdiwala