Campaign India Team
Jul 08, 2014

Federal Bank portrays humane face of ‘perfection’

Watch the ad film conceptualised by Ogilvy & Mather here

wide player in 16:9 format. Used on article page for Campaign.
Kerala-headquartered Federal Bank has launched a three-film ad campaign. The films have been conceptualised by Ogilvy & Mather. The objective was to ‘communicate an emotional reason why people would want to be associated with Federal Bank’, informed an official statement.
The three films feature an elderly couple. Each of them presents a situation where one of them is accommodating of the other, even while acknowledging the partner’s habits.
The film above features the old man complaining about his wife stopping on the way during their morning walk, something he abhors. The lady meanwhile explains why she does so – to let him catch his breath. So she stops on the way to pick flowers, watch the sunrise or even play with dogs. The man explains that he doesn’t complain, because she likes it. He’s happy, he says, as the lady evidences her joy with the equation breaking into a hearty laugh. A voice over surmises, “Saathi sahi ho, toh kismat khul jaati hai. Aur zindagi khil jaati hai.” (When the companion is right, destiny smiles).
One of the films feature the man mixing her medicine in milk, thinking she wouldn’t know. She does, but let’s him have his way.

A third film in the series features the old man complaining to viewers about the only joke that his wife keeps repeating. He never lets her know that it’s an old joke, and laughs each time she says it.
Piyush Pandey - executive chairman and creative director, South Asia, Ogilvy & Mather, said, “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 three-ad film campaign.”
On the creative route, he explained, “We 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 time. 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.”
Dr Abraham Koshy, chairman, Federal Bank, added, “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.”
Client: The Federal Bank
Creative agency: Ogilvy & Mather, Mumbai
Executive chairman and creative director, South Asia: Piyush Pandey
Creative: Kiran Antony, Rishi Chanana, Jigar Fernandes
President - Mumbai and Kolkata: Navin Talreja
Account planning: Aniruddha Khandekar, Dilip Garga
Account management: Asheesh Malhotra, Heval Patel, Feroz Shaikh, Shamika Salvi
Production house: Corcoise Films
Director: Prasoon Pandey
Producer: Cyrus Pagdiwala


Campaign India

Related Articles

Just Published

51 minutes ago

Jindal Stainless' campaign takes on societal issues ...

The series is part of the company’s larger ‘Jindal Saathi 5.0’ project.

1 hour ago

India to be among fastest-growing ad markets in ...

India's +11.8% growth rate in media owners' advertising revenues in 2024 is expected to outpaced an upwardly revised global average of +10%, following a better-than-expected first half of the year.

1 hour ago

A queer-ful journey filled with disappointment, ...

From being mocked by peers to being replaced in projects because of his queer identity, Ashish Sawhny shares his arduous journey in the ad and media world.

2 hours ago

Cannes daily global podcast: Awards preview and new ...

EPISODE ONE: As Cannes Lions 2024 kicks off on 17 June, Campaign's editors and journalists from around the world are taking part in a daily podcast during the five-day festival.