IndusInd Bank has launched a new campaign titled ‘Fixed bhi, Fabulous bhi’, aimed at repositioning fixed deposits as a relevant and reliable savings instrument for modern Indian consumers.
The campaign is built on the premise that while financial and life uncertainties continue to grow, fixed deposits remain a stable and dependable investment option. Through this positioning, the bank seeks to challenge traditional perceptions of fixed deposits as conservative or outdated savings products.
The campaign is led by a series of three short digital films released across Instagram, Facebook, X, LinkedIn and YouTube. The films use humour and everyday situations to highlight how life plans often change, while fixed deposits remain consistent in delivering returns and financial security.
As part of its accessibility focus, IndusInd Bank has incorporated sign language across all three films, ensuring the communication is inclusive and accessible to a wider audience base. The campaign is designed as a digital-first initiative and is supported by on-ground branch activations and a nationwide out-of-home presence.
Sheran Mehra, chief marketing officer, IndusInd Bank, said, “With ‘Fixed bhi, Fabulous bhi’, we celebrate the quiet confidence that fixed deposits (FD) bring to everyday financial planning. Using light, relatable humour, the films reflect familiar moments where plans may change, but the reassurance of a fixed deposit remains constant. The campaign reflects IndusInd Bank’s customer-first approach - keeping savings simple, accessible and relevant through a seamless digital experience.”
The creative approach was developed by Mullen Lintas. Ram Cobain, chief creative officer, Mullen Lintas, said, “Everyone knows that fixed deposits are a hedge against market volatility. IndusInd Bank’s FDs are amongst the best in the market, but simply talking about it would not win us any eyeballs. We then realised that the joke’s on all of us - as nothing’s ‘fixed’ in life itself. A series of funny films that open on tears, pretty much wrote themselves. Tight, absurdist yet relatable, each is a tragicomedy that resolves into a fixed-yet-fabulous ending.”
The campaign targets a broad consumer base, including young professionals, family planners and senior citizens. It highlights features such as competitive interest rates, flexible tenures, digital booking options and auto-renewal facilities, positioning fixed deposits as both accessible and adaptable.
The initiative is part of the bank’s broader digital-first communication strategy and aligns with its efforts to enhance customer engagement across digital and physical touchpoints.
IndusInd Bank operates across retail, corporate and institutional banking segments, serving approximately 42 million customers through 3,136 branches and banking outlets. The bank’s wider portfolio includes personal loans, SME lending, digital banking services and ESG-linked financial products, supported by its ‘Digital 2.0’ strategy.
