Marketing a marathon, not a sprint: Federal Bank's MVS Murthy

A business like banking is about seeing employees, customers as people and not just transactions M.V.S. Murthy, chief marketing officer, Federal Bank

- Gaurav Laghate

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.