Chennai: Federal Bank today announced the launch of a mint fresh brand campaign, “Rishta Aap Se Hai, Sirf App Se Nahi TM.” The campaign brings alive the Bank’s work ethic – Digital at the Fore, Human at the Core.
This captures many a day that Customers experience in the Bank. In markets of dominance, employees of the Bank are part of celebrations as well as moments of grief of their clients. There are many instances where Customers have experienced the technological ease of transactions and the service with sensitivity at branches.
Real-life events inspire the campaign, which is transposed to communication. The ad has been launched in seven languages – Hindi, Marathi, Gujarati, Bengali, Tamil, Kannada and Malayalam to ensure reach across the country.
The campaign’s multiple narratives represent the Bank’s robust franchise. On average, client clock in above 10 years of relationship, giving the Bank a high lifetime value for the Customers. And during this phase, the Bank will be able to participate in the various life stages of its retail and corporate banking customers. Besides, having one of the industry’s lowest attrition rates, enhances the brand’s customer confidence.
M V S 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 RishtaAap Se Hai, Sirf App Se Nahi TM 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 various platforms, including television, digital, radio, outdoor and social media. Community events will bring the campaign closer to the branches.