#End-Dependence, says Federal Bank

As the nation celebrates Independence Day, Federal Bank joins in to accentuate the fervour of a free nation.
Independence is a memory of a significant day and at the same time, it is about everyday victories. The new campaign celebrates one of many such moments of a leap of faith and self-belief.

The campaign by Federal Bank is inspired by many of its initiatives to consistently #End-Dependence. For instance, the Federal Skill Academy regularly runs 3-month skilling programs to empower economically disadvantaged youth and women. The goal is simple yet transformative: teach a skill, and it becomes a way to sustain livelihood.

Federal Bank's End Dependence campaign is many such strands of empowerment that get woven into building an "Atma-Nirbhar" country.

M V S Murthy, Chief Marketing Officer of Federal Bank said, " #End-Dependence, furthers Federal Bank's commitment to Rishta. It is a testimony that we value our customers irrespective of their generation. There will always be product parity, but our understanding of Customers, helps us power our digital experience, through our knowledge of in-person, delivery of banking services. End-Dependence pivots itself on the need of someone vulnerable for support, to simply bust the challenge. Kyonki hum maante hain, ke Rishta Aap Se Hai, Sirf App Se Nahi. TM "

Rohit Dubey - Executive Creative Director, Ogilvy said, “Independence Day is the perfect time to inspire and empower our elderly to adopt banking technology, promoting self-reliance and lessening dependency. And the team found a gem in the fantastic idea - 'End Dependence' - a concept that clicked seamlessly with our partners at Federal Bank. The excitement is tangible as we proudly champion this notion, boosted by the remarkably user-friendly Federal Bank app. 'End Dependence' doesn't just nudge our customers toward a shift in behavior; it also strengthens the essence of our 'Rishta' with them.”