Federal Bank has launched a campaign ahead of Independence Day themed ‘End Dependence’.
It features an old woman and her predicament while trying to recharge her DTH service on her mobile. She breezes through in the end, but not without moments of trepidation. Her worries are expressed in her own voice (as a voice over) as she goes through the exercise. The joy of successfully recharging her DTH is written all over her face. It is revealed that she is in the living room surrounded by family, as the brand spells out its ‘End Dependance’ message.
MVS Murthy, Chief Marketing Officer of Federal Bank said, “#End-Dependence, furthers Federal Bank’s commitment to Rishta. It is a testimony that we value our customers irrespective of their generation. There will always be product parity, but our understanding of customers, helps us power our digital experience, through our knowledge of in-person, delivery of banking services. End-Dependence pivots itself on the need of someone vulnerable for support, to simply bust the challenge. Kyunki hum maante hain, ke rishta aap se hai, sirf app se nahin. ”
Rohit Dubey – Executive Creative Director, Ogilvy, said, “Independence Day is the perfect time to inspire and empower our elderly to adopt banking technology, promoting self-reliance and lessening dependency. And the team found a gem in the fantastic idea – ‘End Dependence’ – a concept that clicked seamlessly with our partners at Federal Bank. The excitement is tangible as we proudly champion this notion, boosted by the remarkably user-friendly Federal Bank app. ‘End Dependence’ doesn’t just nudge our customers toward a shift in behavior; it also strengthens the essence of our ‘Rishta’ with them.”
The campaign by Federal Bank is inspired by many of its initiatives to #End-Dependence, informed an official statement. Its Federal Skill Academy present in Faridabad, Kochi, Coimbatore and Kolhapur, runs free three-month skilling programs to empower economically disadvantaged youth and women.
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