Federal Bank markets gold loan in new campaign

Federal Bank has rolled out a new campaign to market its gold loan facility. The campaign has been created and conceived by DDB Mudra Group, South.

The first TVC shows a man and his wife having a conversation over breakfast where the man expresses his concern over a few entrepreneurial ventures that may not work out because of lack of adequate finance. When his wife gauges that he is planning to give up, she amusingly says that she wishes to give up cooking because it is too cumbersome. To this, the man suggests that she has everything she needs to cook. At this point, the wife enlightens him about the gold jewellery in the house and advises him to take a loan against it to get rid of his financial bottleneck.

Commenting on the campaign idea, Ranji Cherian, president, head, DDB Mudra Group, South, said, “This campaign magnifies the Loans-for-progress in a very strong manner. What is interesting is that when it comes to loans-for-progress, customers prefer a bank as interest rates and terms of repayment matter”

Watch the second TVC from the campaign (story continues below)

Vipul Thakkar, executive creative director, DDB Mudra Group, South, added, “In times of need due to undue financial pressure, a person usually gets confused and forgets where to go for help, be it for business, education, or a family wedding. This campaign is aimed at easing his tension and reminding him of the safest, most reliable and trusted partner - Federal Bank Gold Loan, giving instant loan on gold besides safeguarding the gold, and unlike many unscrupulous gold loan companies not charging a hefty interest rate. The simplicity of this campaign drives home this point quite precisely, easing the tension of any one in need of financial help.”

Anand Chugh, chief manger - marketing, Federal Bank, mentioned, “This campaign was conceived well and the execution is also as intended. The faith in advertising has gone up post the campaign as tangible results in terms of portfolio growth are visible. The campaign has strengthened the position of Federal Bank in the retail gold loan market.”

Credits:

Client: Federal Bank
Agency: DDB Mudra Group
President: Ranji Cherian
Executive creative director: Vipul Thakkar
Vice president: Dominic Savio
Account planning: V Sundernarayan
Account management: Anjo Jose Kandathil, Shihab Akbar
Production house: 316 Films
Director: Sendil Kumar
Media Agency: DDB MudraMax