Mumbai: Federal Bank, in collaboration with Hogarth, WPP’s fastest-growing company and world leader in creative production, has launched a first-of-its-kind immersive Onam campaign that marries tradition with technology. Built with AI tools such as WPP Open, WPP Experience Centres, and technology partner 8th Wall, the campaign leverages AI-powered storytelling and AR-led experiences to deliver personalised Onam greetings — setting a new benchmark in festive brand engagement.
At the heart of the activation was a unique idea: turning every branch manager into a digital storyteller. Customers received one-on-one, personalised Onam wishes via QR codes on print, posters, outdoor creatives, metro placements, and direct interactions with relationship managers. On scanning, they were transported into an immersive greeting complete with falling petals, a Kathakali dancer’s performance, Mahabali announcing festive offers, and the nostalgic sound of the vallam kali trumpet.
Commenting on the campaign, M V S Murthy, Chief Marketing Officer, Federal Bank, said, “We are in the Age of Technology, also called as the Age of Uranus. Rapid technological advancement in AI, digital communication, space travel, etc. is propelling global interconnectedness through internet, social media, blockchain, etc. As a brand we desire a stronger focus on science, innovation, and future-forward thinking when it comes to application of Technology into creating bespoke Marketing Experiences. The Modern-Day Consumer is Tech First when it comes to any celebration that connects culture and community. This Onam, Federal Bank has bought plug and play joy when families meet or even when consumers want to use the tech chutzpah to manifest the Onam goodness.”
The campaign exemplified how technology can humanize brand storytelling. By blending AI-assisted motion design with AR capabilities, Hogarth and 8th Wall ensured a responsive, browser-based interaction without the need for an app.
Karthik Nagarajan, CEO, Hogarth India, added, “We’re moving from content creation to crafting content experiences. This campaign reflects how brands can use technology not just to impress, but to truly connect.”
The initiative resonated strongly with customers, generating heartfelt responses across Kerala, younger digital-savvy audiences, and diaspora communities in the UAE. Branch managers reported customers expressing joy, nostalgia, and surprise on receiving these immersive greetings.
Dale Imerman, Global Vice President Immersive Technology and AI at WPP, said, “AI-powered immersive experiences show how technology can amplify human connection. This work highlights India’s role as a centre of innovation, where creativity and technology come together to build trust and create cultural impact at scale.”
Joel Udwin, Director of Product at 8th Wall, noted, “AI and AR are transforming storytelling, making the ordinary extraordinary. Combining 8th Wall’s 3D and AR capabilities with generative AI demonstrates how these technologies can create a cultural moment like no other. This campaign could be a stepping stone for brands in the sector to lean into more creative, thought-provoking experiences.”
View this post on Instagram
