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Marketing a marathon, not a sprint: Federal Bank's MVS Murthy
Mint Kolkata
|March 03, 2025
A business like banking is about seeing employees, customers as people and not just transactions M.V.S. Murthy, chief marketing officer, Federal Bank
In a sector often seen as dull and transactional, M.V.S. Murthy, chief marketing officer (CMO) at Federal Bank, breathes life into banking conversations with rich sports metaphors and a deep focus on human connection.
In this chat with Mint, Murthy discusses how the bank is building authentic relationships, reaching Gen Z and millennials, and why brand-building is like preparing for an Ironman triathlon—balancing endurance, strategy and precision.
Edited excerpts:
Banking and BFSI are often seen as cluttered and boring sectors. How does Federal Bank cut through this clutter to attract Gen Z and millennials?
What's inside reflects outside. We're a 94-year-old institution with deep cultural roots, and that authenticity shines through. Our workforce has less than 2% attrition, which means our team works like a well-bonded sports squad, ensuring consistency in service.
This story is from the March 03, 2025 edition of Mint Kolkata.
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