Our marketing ethos is built around the 3S framework – segment-centric, scalability and sustainability. This was the year we transcended traditional marketing approaches to redefine our brand image across India and establish stronger connections with our customers. We embraced innovation and new ways of thinking, turning our marketing campaign into a tale of triumph.
Highlights and Achievements
‘RISHTA AAP SE HAI, SIRF APP SE NAHI’ (THE RELATIONSHIP IS WITH YOU, NOT JUST THE APP) CAMPAIGN:
This campaign was launched in late FY 2022-23 but continued to be our core theme in FY 2023-24 as well. This campaign highlights the value of personal connections in the digital age. It was launched to build brand loyalty, foster positive perception, and establish emotional connections. The campaign ran for 40 days from February to May 2023.
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Spots across Various Channels
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Seconds of Free Commercial Time
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Audience Reached
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Positive Social Media Mentions
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New Social Media Followers
FEDERAL BANK KOCHI MARATHON (FBKM)
We believe in the culture of wellbeing and support physical activity and healthy lifestyles to inspire lasting change in our communities. In FY 2023-24, we sponsored 2 editions of marathons in Kochi – one on May 1, 2023, and the other on February 11, 2024, under the theme of #Godsownmarathon. The event promoted eco-consciousness as well as wellness among the citizens of Kochi.
We used print advertisements, hoardings, metro pillar branding, TV bands and radio campaigns to advertise the marathon. Both the marathons received tremendous response. The second edition attracted runners from 10 countries, 21 states, and ~500 speciallyabled athletes.
The Bank also sponsored other sports events like the Mirchi Bahrain Neon Run (2,000 participants), Madurai Half Marathon, Manipal Marathon (10,000 participants), Kochi Navy Half Marathon, Lucknow Marathon, and Changanassery Marathon. At the Manipal Marathon, we sponsored the 'Physically and Visually Challenged Run' category.
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FBKM 2nd Edition Runners
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Audience Reached through Print, Online and TV Coverage
We support talented athletes like H.S. Prannoy and other emerging sportspersons and contribute to their career growth and success in international arenas.
These initiatives promote values of endurance, health and community spirit and enhance our image as a socially responsible entity, locally as well as nationally.
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FBKM 1st Edition Runners
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Funds Raised
Other Major Topical Campaigns
END DEPENDENCE: EMPOWERING SENIORS IN THE DIGITAL AGE
This was a single-day campaign launched on India’s 76th Independence Day to empower senior citizens by breaking stereotypes and building their confidence in the digital world. The campaign aimed to encourage self-reliance in financial transactions and more.
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Views for Video Content
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Full Video Views
DIWALI CAMPAIGN: IGNITING A SPARK, CULTIVATING DREAMS
Federal Bank’s 2023 Diwali campaign, ‘Bachane Ki Shuruaat Bachpan Se’ (Saving Starts in Childhood), aimed to promote long-term financial well-being by encouraging individuals to start saving early. The campaign leveraged both Hindi and English news channels in addition to social media, reaching millions during the festive period. It also received coverage in publications such as ET Brand Equity, Marketing Minds, Social Samosa, and Afaqs.
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YouTube and Meta Views
FEDERAL BANK CELEBRATES WOMEN: LEADING THE CHARGE FOR GENDER PARITY
On International Women’s Day, Federal Bank proudly celebrated the achievements of women, both within our organisation and across the globe. Our Bank is committed to fostering a workplace environment that empowers and values female talent, ensuring that gender parity is not just an objective but a reality.
Micro-Marketing Initiatives
ADYAR, TAMIL NADU
Federal Bank harnessed the power of micro-marketing. This approach tailors the campaigns to unique characteristics and preferences of local communities, leading to impactful growth. Here is how it unfolded:
- Branded Shop Signages: Local shops in Adyar received branded signage, visually connecting the Bank with the community.
- The Branch Transformed: The Bank branch became a canvas, adorned with paintings reflecting the essence of Adyar, further solidifying the connection.
- Listening to Adyar: The Bank actively engaged with residents, collecting their stories and capturing their struggles, triumphs, and aspirations.
- An Art Gallery Experience: Portraits and stories of Adyar residents were showcased in the branch, transforming it into an art gallery, drawing in the community and celebrating its people.
This responsiveness gives our Bank an edge as it reflects a deep understanding of local market complexities. This helps us to forge stronger bonds with the community and address the specific customer preferences.
FUTURENEXT INITIATIVE IN MUMBAI
This programme engaged the future generation by offering exciting activities for children that would lead to meaningful connections between them and their parents. The FutureNext campaign demonstrated Federal Bank’s commitment to:
- Investing in the future: Empowering and inspiring the next generation through engaging activities.
- Strengthening family bonds: Creating opportunities for families to connect and share meaningful experiences.
- Building a strong brand presence: Establishing a positive association with families by fostering positive values and community engagement.
This responsiveness gives our Bank an edge as it reflects a deep understanding of local market complexities. This helps us to forge stronger bonds with the community and address the specific customer preferences.
‘Bachane Ki Shuruaat January se Federal Bank Ke Sang’
(Start Saving in January with Federal Bank): A digital Out-of-Home campaign that was initiated on January 1, 2024, targeted major Indian cities, and aimed to enhance local engagement through personalised digital billboards.
Product-specific Campaigns
FEDERAL BANK STELLAR SAVINGS CAMPAIGN
Federal Bank Stellar Savings Account caters to modern, wellness-conscious millennials by offering a holistic banking experience. The account includes complimentary insurance, doctor consultations and access to a dedicated health app. Eco-friendly debit cards made of recycled PVC are one of the unique features of the Stellar Savings account. The product campaign was launched with prominent social media influencers who embody health and well-being.
SOCIAL MEDIA METRIC
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Likes
JINGLE DEALS CAMPAIGN
Federal Bank unveiled their credit card offer campaign that spanned the end of the year festive season. The Bank offered lifetime free credit cards under 'Jingle Deals,' from December 16, 2023, to January 15, 2024. The 30-day shopping bonanza gave customers access to exclusive deals and great savings. Specific brand partners include Reliance Indigo, Reliance Digital, MakeMyTrip, AJIO, Flipkart, Lifestyle, LULU, Swiggy Instamart, and others.
NEW ACCOUNTS OPENED AS A RESULT OF CAMPAIGN BRAND CAMPAIGN EXTENSION
Launched an awareness campaign for the ‘Rishta service’ proposition in Maharashtra, Punjab, Gujarat, UP, and the North East, leveraging Instagram and Google Display as primary mediums. The campaign appealed to start a relationship with us, directing to a landing page customised with deposit details.
GOLD LOAN CAMPAIGN
Southern Indian states are traditionally strong in gold ownership and gold loans. In order to attract new customers and retain old customers for gold loans in this area, Federal Bank launched strategic Gold Loan Campaign. The campaign utilised multi-channel approach through print media, radio ads, branch branding, cinema ads to increase awareness and understanding of gold loans offerings. It subtly used our 'Rishta' theme to highlight how gold loans schemes can support various lifestyles and celebrations. By launching this campaign at the beginning of the year, we positioned ourselves for a successful financial year in gold loan segment.
DEPOSIT ACCOUNT MONTH-ON-MONTH INCREASE
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Gujarat
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Punjab
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Maharashtra
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Assam
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UP
IBU CAMPAIGN DRIVE
Federal Bank’s International Banking Unit (IBU) in GIFT City successfully launched an awareness campaign to promote its foreign currency accounts. The campaign leveraged digital channels to target a relevant audience. Key messages focused on the competitive interest rates offered for foreign currency savings accounts.
FEDERAL BANK FIGHTS CYBER CRIME
Our ‘Twice is Wise’ campaign was launched to raise awareness around scams. This radio and social media blitz ran until March 30, 2024, in Mumbai. Through this campaign, Federal Bank offered information on how to avoid getting scammed online by explaining the tricks that are generally followed to scam.
BRANCH OPENING CAMPAIGNS
We significantly expanded our presence in Kerala, Tamil Nadu and the North East and ran elaborate campaigns in these regions. We also celebrated the completion of 50 years in Kolkata and Bengaluru and ran campaigns in Mumbai.
In addition to the branch inauguration campaign, we ran local cultural campaigns across the regions. Our 50th anniversary celebrations in Kolkata and Bengaluru focused on India’s rich and diverse traditions. These initiatives reinforced Federal Bank’s position as a trusted partner and enabled us to connect with audiences through relatable narratives.
ET NOW: ON THE GO SERIES
Federal Bank, in collaboration with ET Now, embarked on a multimedia journey exploring six vibrant Indian cities: Mumbai, Delhi, Lucknow, Jaipur, Kanpur, and Kolkata. This initiative, titled 'On The Go,' delves deep into the essence of these cities, examining their Productivity, Infrastructure, Quality of Life, Equity, and Environmental Sustainability.
OTHER MUSIC AND CULTURE INITIATIVES
- Cultural Sponsorships: Our initiatives include the ITF Women’s Tournament Metamorphosis with Boria Majumdar, the Trailblazers series, and innovative campaigns like the ‘World Cup Fiesta’.
- Music Festival and Concert Sponsorship: Connecting through shared cultural experiences, we sponsor events such as the Thyagaraja Music Awards, and concerts featuring well-known artists, including K S Chitra, Shreya Ghoshal, Sonu Nigam, Karthik and Falguni Pathak.
MARKETING TRENDS AND STRATEGIC ADAPTATIONS
Our marketing endeavours were meticulously aligned with emerging trends:
- Enhanced Branch Experiences: Branches transformed into community centres offering digital services and financial literacy, and promoting in-person connections.
- Content Leadership: Original, research-based content marketing significantly elevated our position as thought leaders.
- Technology-Driven Personalisation: Utilisation of AI to tailor interactions and offers, enhancing customer satisfaction and loyalty.
OPPORTUNITIES FOR THE FUTURE
- Micro-Marketing Strategies: Like the initiatives in Adyar, we will continue using hyper-local strategies for fostering deeper community ties and deepening market penetration.
- Sustainability Initiatives: Building on our existing commitments, we aim to integrate sustainability more deeply into all business practices, reflecting on values of globally conscious consumers.
- Expansion of Digital and AI Capabilities: Continued investment in AI and digital technologies to refine customer experiences and streamline operations.
50 years of trust and partnership
“Greetings from Safrroys, I am Neville Paul. I want to congratulate Federal Bank for reaching the milestone of being in Kolkata for last 50 years. I am proud to say that my father was the second account holder of Federal Bank in Kolkata.
During this time that we have been associated with Federal Bank, we have got the utmost support from the Bank at our lows, and we look forward to being with Federal Bank during the years ahead – both lows and the highs – for both my generation and the next generation!"
