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Federal Bank first ever pan-India ad campaign: Does it really make a connect?

15-July-2014
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Federal Bank first ever pan-India ad campaign: Does it really make a connect?

Next in the series of emotional-connect ads is the latest Federal Bank campaign. The Kerala-based bank has launched its first-ever brand-centric ad campaign. The idea was to communicate an emotional reason for people to be associated with the state-owned bank. The ad campaign shows the lovable relation that the bank shares with their customers and it is to make feel the customers that bank is reliable and lucky.

While many are calling it relatable and selfless image of long-lasting partnerships, does the ad really impact the viewer that way?

The three-series ad campaign features an old man complaining about his wife stopping on the way during their daily morning walk, something he is repulsed by. His wife, meanwhile, explains why she keeps stopping—to let him catch his breath. The husband explains that he doesn’t complain, because she likes it. He’s happy if she’s happy. All these ads conclude with a voiceover: “Saathi sahi ho, toh kismat khul jaati hai.”

The second video features the old man mixing her medicine in milk, thinking she wouldn’t know. She does, but let’s him do it anyway because he likes it.

The third video in the series features the old man complaining about the only joke that his wife repeats. He never cribs about the fact that it’s an old joke, and laughs each time she says it—just to keep her company.

All these ads conclude with a voiceover: “Saathi sahi ho, toh kismat khul jaati hai.”

Piyush Pandey, Executive Chairman and Creative Director, South Asia, Ogilvy& Mather, said, “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,” he pointed out.

Ogilvy 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 same. 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.

Does the stories’ portrayal of the couple making little adjustments to make their life perfect really deliver the bank’s message—metaphorically speaking?

According to Nima Namchu, Chief Creative Officer at Cheil India, “It's a sweet story and the direction, casting and acting has been more than competent. However, I wasn't quite convinced with the message from the bank. Perhaps, because there was no product-connect at all.”

Abraham Koshy, Chairman, Federal Bank, states, “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.”

Federal Bank has increased its expansion now the bank is having its huge network spread all across the country. The bank is having PAN India presence and through this Ad campaign bank is trying to reach out its vast audience.  

You can watch the ads here:

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