Federal Bank anchors
the Savings Narrative with 'Savings Ki Vidya' campaign
Savings Ki Vidya: A
Category Breakthrough Campaign
This witty and
insightful campaign features brand ambassador Vidya Balan in a refreshing new
avatar
Mumbai,22nd May
2025: Federal Bank, a leading private sector Bank, launches its latest
integrated marketing campaign titled Savings Ki Vidya, to prime up its
deposit books. The new campaign 'Savings ki Vidya', featuring acclaimed
actress and brand ambassador Vidya Balan in a refreshing new role, carves
out a Category space in the Consumer’s mind by setting up a refreshing
narrative for savings aka deposit mobilization.
The campaign elevates
the Rishta Aap Se Hai, Sirf App Se NahiR storyline, reinforcing
that when it comes to smart saving, great service and meaningful relationships
create lasting value. It captures slice-of-life moments, where “it skips
our mind”, and someone who loves us nudges us to save smart in each of those
moments.
The campaign stars
the versatile Vidya Balan who brings her signature authenticity and
charm and wit to guide her friends toward smart saving choices. The humour in
the campaign cuts across demographics and geographies. The unambiguous takeaway
is, all good things begin with savings, the inception of which is in a “Rishta”
with Federal Bank.
“Savings Ki Vidya,
shifts the narrative to long-term relationships with Federal Bank, which is
known for its great service. Opening a savings account with us is the beginning
of all things you may want to do thereafter. The campaign steps aside from
tactical conversations around product features or interest rates and owns the
“act of saving”. This allows for an origami kind of a model, where at different
points in time, sprint runs of specific aspects of savings/current account or
card features or interest rates for specific segments can be amped up. You
simply can’t miss “The Vidya” for a moment in this warm, witty and winning
narrative. The campaign is a tributary to Federal Bank’s core essence,
’Rishta Aap Se Hai Sirf App Se NahiR, and reflects on the strength of
the Bank’s team and their ability to deliver service excellence – that’s the
calling card to opening accounts with the Bank.
Ms. Vidya Balan, our
brand ambassador, made it easy to occupy the space of conscious
decision making, through referential “knowledge”. In many ways, she is alluding
to her own experience of the brand, which began when she became a customer
first and the many interactions with our team thereafter over the past few
months. The authenticity of emotions and experiences Vidya has felt is seen in
the happy storytelling.
Savings ki Vidya is a
multi-bit handle and various accessories can be locked basis the need of the
quarter for building the deposits narrative and shoring up business,” said M V S Murthy,
Chief Marketing Officer from Federal Bank.
“Federal Bank is
maxing the potential of working with me as their ambassador. The witty word
play around my name is almost serendipitous, given that knowledge helps us make
smart choices that lead to prosperity, and it’s the everyday moments that make
this campaign relatable. A simple storyline which reinforces that those who
care about us look out for us. I’ve experienced the Federal Bank ethos of Human
at the Core and Digital to the Fore firsthand when I opened an account with
them, which showed me that they mean it when they say, Rishta Aap Se Hai, Sirf
App Ae Nahi.R” said Vidya Balan, Bank’s Brand Ambassador.
The films are supported
by an original music score, specially curated to reflect the campaign’s tone —
playful, modern, and rooted in everyday life.
'Savings ki Vidya' is
a 360-degree campaign, with visibility across TV (TVC), Digital and social
media, Outdoor (OOH), Print advertisements, Branch-level activation and branded
merchandise. Additionally, the films will be dubbed into multiple languages to
ensure wider reach and resonance with diverse audiences.
The media plan
promises to create a significant buzz across platforms.
The link to the video
ad:
Savings Ki Vidya -
Efforts Aur Paise Donno Bachao - https://www.youtube.com/watch?v=9hXZ73tqJnA
Savings Ki Vidya Koi
Tujhse Seekhe - https://www.youtube.com/watch?v=9NvNqDL7Qug
--
About Federal Bank
Federal Bank (NSE: FEDERALBNK) is a leading Indian private sector bank
with a network of around 1589 banking outlets and 2080 ATMs/Recyclers spread
across the country, and the Bank’s total business mix (deposits + advances)
stood at ₹ 5.18 Lakh Crore as on 31st March 2025. Capital Adequacy Ratio (CRAR)
of the Bank, computed as per Basel III guidelines, stood at 16.40 % as on 31st
March 2025. Federal Bank has Representative Offices in Dubai and Abu Dhabi that
serve as a nerve centre for Non-Resident Indian customers in the UAE. The Bank
also has an IFSC Banking Unit (IBU) in Gujarat International Finance TecCity
(GIFT City). Federal Bank is transforming itself, keeping its principles
intact, into an organisation that offers services beyond par. It has a
well-defined vision for the future as a guidepost to its progress.
