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Tag: Federal Bank

  • For the second phase of Federal Bank News 18's Flagship programme

    Vidya Balan to raise awareness for cancer

    Federal Bank Hormis Memorial Foundation and News 18 Network have appointed Vidya Balan as the national ambassador for the second phase of the ‘Sanjeevani: United Against Cancer’ programme with Tata Trusts as knowledge partners.

    Said MVS Murthy, Chief Marketing Officer, Federal Bank:  “At Federal Bank, we work on building deep relationships with our customers. These relationships are further strengthened by our active participation in long-term initiatives to improve the quality of living. Sanjeevani is Federal Hormis Memorial Foundation’s flagship initiative, that has strapped itself with multiple partners for an uphill climb. We believe that constant stoking of knowledge leads to action, periodic action to an individual’s betterment and a collective of individuals uplifts the society to deservingly lead a good quality a life. The Foundation works at various levels including patient support, encouraging early testing, corporate and residential programs to enable screening, and, awareness building initiatives. The onus is on us to test regularly, detect early and push back the inevitability, just in case.”

    Added Deepshikha Goel Surendran, Head of Brand and Marketing Communications, Tata Trusts:  “As pioneers in cancer care, it has been our endeavor to encourage early detection through regular screening and to empower patients and caregivers. We are optimistic that this message of #TimeNikaaleinScreenKarein will resonate with both rural and urban audiences, not only positively impacting but also potentially saving lives.”

    Said Sidharth Saini, COO, News 18 Studios: “With a growing population and the rising number of cancer cases, the need for regular screenings has never been more urgent and important. We are grateful to have Vidya Balan as the brand ambassador for the campaign. With her presence and intervention, we aim to make conversations around cancer screening personal, heartfelt and stigma free, like a caring nudge from someone you trust. It’s not just information, but relatable advice that speaks to everyday people, making it easy to connect with and act on.

  • To create an anthem sung by employees

    BrandMusiq & Federal Bank collaborate

    BrandMusiq, the audio and sonic branding agency, has collaborated with Federal Bank, to create the ‘Rishta Anthem’, an initiative to showcase the musical talents of Federal Bank employees.

    Said MVS Murthy, CMO, Federal Bank: “BrandMusiq helped us put a song and dance to our everyday work, literally. Our ‘mogo’ which has now morphed into an anthem can be strung or tapped to a beat. It is a musical personification of a banking day as much as an amplification of an economy that’s throbbing to grow,”

    Added Rajeev Raja, Founder & Soundsmith, BrandMusiq: “It was a pleasure to create an Employees’ Anthem based on our original sonic identity created for Federal Bank on World Music Day. It just shows how a sonic identity can be used to engage with different stakeholders in so many different ways, enhancing the emotional equity of the brand every time.”

  • By News18 Network, and Tata Trusts, the Federal Bank Hormis Memorial Foundation

    Collaborative film project on Cancer

    On World Cancer Day observed on February 4, the Federal Bank Hormis Memorial Foundation, News18 Network, and Tata Trusts, in collaboration with Fortis launched a short film titled ‘#YaadRakheinScreenKarein’.

    Speaking on the campaign, M V S Murthy, Chief Marketing Officer, Federal Bank said: “There is tremendous effort happening on the other side of cancer. Unfortunately, at advanced stages, it feels all in vain. Through Sanjeevani we are giving life more than a fair chance of putting up a strong fight by promoting early detection. There are two intertwining aspects that we want all of us to commit ourselves to – an annual health check-up and in that an add-on of cancer screening. Sanjeevani has both width and depth of effort, as it works in the intersection of patient support, on ground screening across corporates and large communities and finally on building commitment to self-care by screening annually. Championing the cause beyond Sanjeevani, Federal Bank Hormis Memorial Foundation, in partnership with Tata Cancer Care Foundation and Assam Cancer Care Foundation, has extended support to over 1900 families in a short span of a few weeks. When it comes to cancer, more is less.”

    Added Puneet Singhvi, CEO, Digital, and President, Corporate Strategy at Network18: “In the realm of healthcare, where knowledge, awareness, and timely diagnoses are crucial, ‘Sanjeevani’ remains dedicated to educating and advocating for the benefits of early cancer detection. Using communication tools such as this social experiment film is an excellent method of creating emotional connections and influencing behavioral changes. We hope that this soul-stirring film breaks stigma and acts as a powerful reminder for our audience to schedule their cancer screening soon.”

    Said Deepshikha Goel Surendran, Head of Brand and Marketing Communications, Tata Trusts: “Tata Trusts remains committed to alleviating the cancer burden in India by not just focusing on providing access to quality and affordable care but also providing as much, if not greater emphasis on awareness. While early detection of cancer helps save lives, it also plays a significant role in reducing the financial burden for patients while also reducing the overall burden on the system. Our effort at the Trusts, therefore, is to drive this behaviour change that will eventually lead to a reversal of the late to early detection ratio from 70 to 30, as is the case, internationally. Through the film #YaadRakheinScreenKarein, as part of our partnership for ‘Sanjeevani, United Against Cancer’, we hope to lay emphasis on the significance of regular screening using a thought-provoking lever that we hope will inspire introspection and help to move the needle on early detection.”

  • Joins hands with Federal Bank Hormis Memorial Foundation and Tata Trusts

    News18 unveils cancer initiative with Fed Bank & Tata Trusts

    By Our Staff (Updated)

     

    If this story is placed first amongst the various news reports today, it’s because such effort merit all the attention and must be encouraged. The News18 network and Federal Bank Hormis Memorial Foundation and Tata Trusts have collaborated to the unveil ‘Sanjeevani-United Against Cancer’. The attempt is to raise awareness and encourage conversations around the silent cancer epidemic, and to alleviate fears that often accompany this disease.

     

    Said Shyam Srinivasan, MD and CEO of Federal Bank, onthe initiative: “As we celebrate the remarkable success of “Sanjeevani – A Shot Of Life” campaign which was aimed at addressing the fear and reluctance surrounding Covid Vaccines, our primary focus has evolved to proactive pursuits in healthcare, specifically combatting cancer through early detection. This time, through Sanjeevani 2.0, Federal Bank is focussing on the need to overcome nonchalance and dismissiveness around the possibility of Cancer affecting any of us. Cancer Screening needs to become an integral part of annual health checkups, which too need to be a disciplined activity. Given News18’s reach, we believe that a rise in awareness will increase testing or screening in our country. This should increase the ratio of survivors, which will be a hard-fought victory, with ongoing efforts. Having Tata Trusts as our knowledge partner helps us harness and be guided by their deep understanding of the terminal probabilities of Cancer. We at Federal Bank are honored to collaborate with such venerable and compassionate partners in guiding Sanjeevani towards its Mission.”

     

    Highlighting the barriers in the fight against cancer, Puneet Singhvi, CEO – Digital & President – Corporate Strategy at Network18 Media & Investments Ltd. states, “Anxiety and fear have acted as significant barriers in cancer detection among Indians, encompassing the concerns around its treatment, financial burden and repercussions on the family. However, numerous studies indicate that early detection can result in beating cancer and saving lives. With the launch of ‘Sanjeevani,’ our mission is to educate our audience and evangelize the benefits of early detection in the fight against cancer. The initiative in partnership with the Federal Bank Hormis Memorial and Tata Trusts is more than just a campaign; it is a movement towards driving awareness and making an impact in the fight against cancer. ‘Sanjeevani’ reaffirms our dedication to rewriting the fight against cancer narrative, emphasising the critical importance of early detection, and underscoring the immeasurable value of health.”

     

    Added Siddharth Sharma, CEO, Tata Trusts: “Committed to revolutionising cancer care across the country since 1941, Tata Trusts have been at the forefront of critical initiatives to advance accessible, affordable, and quality cancer treatment and care. Today, as we continue our fight against the surging cancer challenge, we are happy to associate, as knowledge partners, with ” Sanjeevani, United Against Cancer” – a purpose-driven initiative being launched by News18 Network to drive awareness around the disease and the importance of early detection. We hope that this endeavour will not only foster awareness and meaningful discussions about cancer but also effectively address the fears linked to the disease. Over time, these efforts may help to highlight the true value of “early cancer detection” which will significantly increase the chances of survival. Working together in a collaborative framework, the Trusts aim to continue driving positive change and overcoming social and economic barriers associated with cancer.”

     

  • To build positive impact and community pride

    Federal Bank celebrates Adyar community

    By Our Staff

     

    Federal Bank announces the culmination of its initiative celebrating the Adyar community.

     

    The bank aimed to unveil the diverse tapestry of Adyar’s community, showcasing the tales originating from its landmarks such as the Alamaram, Padmanabha Swamy Temple, and Elliots beach.

     

    Said Rohit Dubey, Executive Creative Director, Ogilvy Mumbai: “Federal Bank is, and has always been, a bank with a heart, and so is Federal Bank’s Adyar initiative. An idea with a heart. Celebrating the local community, fostering pride and connection, it will reinforce the goodwill towards the Federal Bank as a responsible corporate citizen. We hope that this project creates a positive impact, culturing brand love through shared experiences, community pride and a sense of belonging.”

     

    Added M V S Murthy, Chief Marketing Officer , Federal Bank: “We believe that people are the cornerstone of any community, society, and nation. As a bank deeply committed to empowering citizens and realizing their dreams, we are proud to present ‘I am Adyar, Adyar is Me,’ a sincere ode to the life, living, and memories of the people of Adyar.”

     

  • Stresses the ethos of the bank – Digital at the Fore, Human at the Core

    Federal Bank launches new brand campaign

    By Our Staff

     

    Federal Bank launches a new brand campaign. The campaign Rishta Aap Se Hai, Sirf App Se Nahi brings alive the Bank’s work ethic – Digital at the Fore, Human at the Core.

     

    The campaign is inspired by real life events and that is transposed on to the communication. The ad has been launched in seven languages – Hindi, Marathi, Gujarati, Bengali, Tamil, Kannada and Malayalam to ensure reach across the country.

     

    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 go 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 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.”

     

  • Federal Bank has appointed M V S Murthy as its Chief Marketing Officer. Prior to this, he was heading marketing, digital and corporate communications at Tata AMC

    Federal Bank appoints M V S Murthy as CMO

    By Our Staff

     

    M V S Murthy
    M V S Murthy

    Said Ajith Kumar K K, President & Chief Human Resources Officer, Federal Bank: “We are happy to welcome M V S to the Federal family. I am certain his vast experience will strengthen our brand positioning and will be an enabler in our journey from good to great.”

     

  • Media partner Radio City helps in amplifying this unique activity

    Lodestar UM executes ‘sweet’ initiative for Federal Bank

     

     

    Federal Bank recently launched a new brand campaign around the theme ‘Why Settle for less?’ Taking this campaign thought ahead, Lodestar UM conceptualised a unique initiative with Mumbai’s famed dabbawalas.

     

    Said Deepak Netram, Senior Vice President, Lodestar UM: “In all aspects of life, be it family career or home, Mumbaikars exemplify the ‘Why settle for less’ attitude. Hence we decided to celebrate this spirit of the Mumbaikars and give them a surprise in form of a Federal Bank goodie box,”.

     

    On August 19, the campaign kicked off on radio and on digital. Radio jockeys Rohit Vir and Harshit of Radio City led the campaign on air. Both the RJs accompanied the Dabbawalas to select corporates to deliver the message personally.

     

    The entire journey was encapsulated on camera including the wow moments of luncheons enjoying the sweet. The activity was hugely successful as Radio City received large numbers of calls from offices with people sharing their experience of the getting this unexpected treat from Federal Bank.

     

    Talking about the campaign, Rajanarayanan N, Deputy Vice President (Marketing & Investor Relations) Federal Bank, said: “Most ads in the Banking, Financial services and Insurance (BFSI) sector talk about products or services. But we decided to diverge from the beaten path. It is the mood of the campaign, its playfulness and its treatment that haloes the entire series of our Ad films. We wanted the demeanour of the films to come out loud and say ‘Why Settle for Less?’ and this is what distinguishes the commercials from others. We wanted to do on ground activities that would complement the spirit of our ad films. The dabbawalla initiative is an innovation ideated by Lodestar which I am sure will win a lot of hearts in Mumbai.”

     

  • The film exhorts people to exercise their franchise in pursuance of a cause – no matter what it is

    Federal Bank launches campaign focussing on Elections

    By A Correspondent

     

    With the Maharashtra Assembly elections close at hand, Federal Bank is encouraging the people of the state to step out and vote by exercising their right to vote.

     

    The film exhorts people to exercise their franchise in pursuance of a cause – no matter what it is. The single minded emphasis is on action and the fact that not voting can never be the answer in a democracy. The soundtrack used is Maharashtra’s popular Nashik Dhol to add to the local flavor.

     

    The full version of the film has been released online. The edited version of the film will be played across theatres in Maharashtra, in association with the Election Commission of India & Collector, Mumbai City.

     

  • The campaign was based on an insight from the consumer's life that 'Circumstances do not dictate my destiny, I do'

    DDB Mudra creates a new gold loan campaign for Federal Bank

    By A Correspondent

     

    Mother & Son
    Husband & Wife

    Gold loan is one of the fastest growing categories amongst retail loans inIndia. Research shows that a lot of customers who take gold loans are small businessmen, small storeowners, painters, mechanics, carpenters and others. It was found that the category is dominated by NBFCs and consumers do not consider going to banks for gold loans. Hence, the task was to get Federal Bank to break into the consideration of the customer.

     

    The new Gold Loan Campaign of Federal bank is based on the premise that there are two kinds of situations that call for a gold loan; an emergency loan (hospital bills) and a loan for progress (buying a house, expanding business). In times of emergencies, these consumers prefer an NBFC for speed of transaction but when it is a loan for progress, they prefer a bank as interest rates and terms of repayment matter.

     

    Ranji Cherian President and Head of DDB Mudra Group, South said: “This campaign magnifies the loans-for-progress in a very strong manner. What is interesting is that when it comes to Loans-for-progress, customers prefer a bank as interest rates and terms of repayment matter”.

     

    “In times of need due to undue financial pressure, a person usually gets confused and forgets where to go for help, be it for business, education, or a family wedding. This campaign is aimed at easing his tension and reminding him of the safest, most reliable and trusted partner – Federal Bank Gold Loan, giving instant loan on gold besides safeguarding the gold, and unlike many unscrupulous gold loan companies, not charging a hefty interest rate. The simplicity of this campaign drives home this point quite precisely, easing the tension of any one in need of financial help,” said Vipul Thakkar, Executive Creative Director, DDB Mudra South.

     

    A deep dive into the consumers’ lives revealed that people who are forced to support their families at a very early stage in their lives constantly fight against all the challenges life throws at them and yet try and progress one step at a time. The campaign was based on an insight from the consumer’s life that ‘Circumstances do not dictate my destiny, I do’.

     

    Mr. Anand Chugh, the Chief Manger Marketing at Federal Bank said: “This campaign was conceived well and the execution is also as intended. The faith in advertising has gone up post the campaign as tangible results in terms of portfolio growth are visible. The campaign has strengthened the position of Federal Bank in the retail gold loan market.”

     

    To break through the clutter in the market, the agency made the woman the hero of this campaign. The television commercials show the lady of the house coming forward to help her family out of a tough situation. Federal Bank is hence showcased as the consumer’s trustworthy partner in progress. “Bringing the woman to the centre of the decision adds meaning and strengthens the case for Federal Bank,” said Mr Ranji.