Try GOLD - Free
Marketing a marathon, not a sprint: Federal Bank's MVS Murthy
Mint New Delhi
|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 New Delhi.
Subscribe to Magzter GOLD to access thousands of curated premium stories, and 10,000+ magazines and newspapers.
Already a subscriber? Sign In
MORE STORIES FROM Mint New Delhi
Mint New Delhi
IN INDIA'S KNITWEAR CAPITAL, A SURVIVAL ACT
Hit by Trump's tariffs, textile manufacturers in Tiruppur are renegotiating deals while scouting for newer markets
7 mins
October 10, 2025
Mint New Delhi
INDUSIND BANK RATED INDIA INVOLVED BY SKOCH FOR EXCELLENCE IN MSME BANKING
Once upon a spreadsheet, India's MSMEs were drowning in paperwork, late payments and queues that snaked through branch corridors like endless fiscal serpents.
2 mins
October 10, 2025
Mint New Delhi
Lodha faces execution test as H2 turns crucial for sales goal
The first half of fiscal year 2026 (FY26) was modest for realty firm Lodha Developers Ltd, with pre-sales or bookings up 8% year-on-year (yo-y) to ₹9,020 crore.
1 mins
October 10, 2025
Mint New Delhi
Inflation likely fell to 1.5% in Sep
India's retail inflation is likely to have cooled to 1.5% in September from 2.1% in August, mainly due to the statistical effect of a favourable base and easing food prices, according to 19 economists polled by Mint.
1 mins
October 10, 2025
Mint New Delhi
Capital goods shine selectively
The S&P BSE Capital Goods index gained 21% in the previous six months on the back of some key developments.
2 mins
October 10, 2025
Mint New Delhi
Sebi's Ananth Narayan steps down
Ananth Narayan G., the Securities and Exchange Board of India (Sebi) official who led the high-profile investigation of alleged market manipulation by US high-frequency trading firm Jane Street, stepped down on Thursday at the end of his three-year term.
1 min
October 10, 2025
Mint New Delhi
Andreessen Horowitz to open office in Bengaluru
Andreessen Horowitz, one of the world's biggest venture capital funds, is setting up an office in Bengaluru, multiple people familiar with the development said.
2 mins
October 10, 2025
Mint New Delhi
DoT says spectrum price fine, next auction hinges on demand
No telecom service provider (TSP) has approached the government with concerns over the high reserve prices for spectrum, Neeraj Mittal, telecom secretary, said on Thursday.
2 mins
October 10, 2025
Mint New Delhi
Silver ETFs fired up by scarcity, festivals
Silver exchange traded funds or ETFs opened Thursday with a record 10-12% premium to spot prices, underscoring a scramble for the metal as festive buying, industrial use, and investor FOMO (fear of missing out) drove up demand against tight supplies.
2 mins
October 10, 2025
Mint New Delhi
AI BROKE THE INFO BOTTLENECK, BUT VALUE INVESTING STILL DEPENDS ON INSIGHT
In a Bloomberg column, Guy Spier argues that AI has ended the golden age of value investing by removing the old information edge.
3 mins
October 10, 2025
Listen
Translate
Change font size