Federal Bank has released two films as part of its 'rishta aap se hai, sir app se nahi' (we have a relation with you, not just with an app).
Conceptualised by Ogilvy, the films show two situations between a bank executive and a customer. The first one (above) shows an executive talking to a customer's son and telling him why his father likes visiting the branch even though all its services are available online.
The second film shows a lady visiting a bank branch to invite an executive for her wedding.
MVS Murthy, chief marketing officer, Federal Bank, said, "Businesses across the globe need the digital chutzpah, or customer experience as it is known. However, increasingly, efficiency in technology needs to be reinforced by going to people, whom you can reach out to at all points in time. The core idea of 'rishta aap se hai, sirf app se nahi' comes from our secret sauce which includes commitment, agility, relationship orientation, ethics and sustainability. It is imperative that we need to be ‘digital at the fore, human at the core’. This campaign is representative of how we conduct ourselves as a team. We have unified our physical and digital spaces with this approach."
The campaign will be rolled out across television, digital, radio, outdoor and social media across Hindi, Marathi, Gujarati, Bengali, Tamil, Kannada and Malayalam to ensure reach across the country.