Two progressives join hands

MVS Murthy, Chief Marketing Officer, Federal Bank looks at the partnership with Vidya Balan from multiple lenses:

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Ravi Lalwani: How will Vidya Balan shape Federal Bank’s narrative in a digital-first era?

MVS Murthy: Vidya’s persona aligns perfectly with our ethos as a bank that combines technological innovation with a human touch. Federal Bank has now entered its ‘Breakthrough’ era, where we aim to become a universal bank. No organization in today’s world can be digital agnostic and infact at Federal Bank, we have pioneered technical solutions due to our focus on it. Having said that, customers do seek empathy led engagements when it’s a matter of their finances. Vidya though a celebrity, brings her everyday self in all her interactions. The most dominant color is that of simplicity and warmth when it comes to essaying complex roles or navigating an emotionally heightened scene.

In the digital space, banking communication often becomes technical and impersonal. Vidya’s involvement will help us keep our brand communication respectful of human emotions and demonstrate technological progress in continuum as we build our business. This partnership allows us to create 30 / 45 / 60 / 90 (occasionally) second, “Ah!Ha!” moments. That can be adapted across platforms.

How does Vidya Balan’s persona align with Federal Bank's promise of ‘Human at the Core, Digital to the Fore™’, and are there plans to create personalized customer experiences inspired by her values?