Mumbai: Federal Bank has rolled out its latest brand campaign, ‘Savings Ki Vidya’, a refreshing, witty take on the often-overlooked act of saving money—starring actor and brand ambassador Vidya Balan. The campaign moves away from traditional product-led narratives and interest rate chatter, opting instead to make savings stylishly sensible through slice-of-life storytelling.
Rooted in Federal Bank’s philosophy, “Rishta Aap Se Hai, Sirf App Se Nahi,” the campaign positions saving as a conscious, empowering decision—reframing it from a transactional task to a foundational life habit. In the multi-film series, Vidya Balan takes on the role of a wise and witty friend, gently nudging viewers to make smarter financial choices in everyday situations.
Commenting on the campaign, M V S Murthy, Chief Marketing Officer, Federal Bank, said, “‘Savings Ki Vidya’ moves the spotlight to conscious financial choices and long-term relationships. It’s a move away from transactional conversations and toward owning the act of saving itself. Opening a savings account with Federal Bank isn’t just a product decision—it’s an enabler. This campaign gives us a flexible, long-term platform to amplify various facets of our savings narrative. You can’t miss Vidya for a moment in this warm, witty, and winning narrative. The campaign reflects Federal Bank’s essence, ‘Rishta Aap Se Hai Sirf App Se Nahi,’ and draws on the strength of the Bank’s team and our ability to deliver service excellence—this is the calling card to opening accounts with the Bank.”
Vidya Balan, who is also a Federal Bank customer, shared her personal connection to the campaign, “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 Se Nahi.’”
Developed by Ogilvy, the campaign taps into life’s everyday decisions—be it dodging impulse purchases or budgeting for parties—turning them into teachable moments with a relatable twist. Rohit Dubey, Senior Executive Creative Director, Ogilvy, noted, “Savings are the soul of banking. With these films, we wanted to bring that habit alive—not with lectures, but through life’s little moments. Whether it’s planning a party or dodging impulse buys, we believe Vidya’s everyday wisdom can help the country rediscover the joy of saving. And what better partner to do it with than a bank that’s built on relationships. Federal Bank.”
The 360-degree campaign will run across television, digital platforms, print, OOH, and in-branch activations, with multilingual adaptations and an original, modern soundtrack that reinforces the campaign’s rooted-yet-fresh tone.
