New 360-Degree Campaign Aims to Promote Smart Savings and Strengthen Customer Relationships
Federal Bank has launched a new integrated marketing campaign titled ‘Savings Ki Vidya’, featuring brand ambassador Vidya Balan. The campaign aims to encourage savings and grow the bank’s deposit base through a combination of humor, relatability, and emotional storytelling.
Building on the brand promise “Rishta Aap Se Hai, Sirf App Se Nahi,” the campaign positions Federal Bank as a partner that supports smart financial decisions through meaningful relationships and quality service. Vidya Balan appears in everyday situations, gently nudging people to save wisely, using charm and wit to connect with audiences across platforms.
“This campaign shifts the narrative toward long-term relationships,” said M V S Murthy, Chief Marketing Officer, Federal Bank.
“Vidya embodies conscious decision-making, reflecting her real experience as a customer.”
Vidya Balan added that the campaign’s play on her name is both meaningful and fun, emphasizing how knowledge (‘Vidya’) leads to better choices. She highlighted the human-first approach of the bank, saying it aligns with her personal interactions during her journey as a customer.
‘Savings Ki Vidya’ is a 360-degree campaign spanning TV, digital, social media, outdoor, print, in-branch experiences, and branded merchandise. The content will also be dubbed in regional languages to expand its reach across India.
With relatable storytelling and a strong emotional core, the campaign positions Federal Bank as a dependable and relationship-driven financial institution.
