Mumbai: Federal Bank has launched its corporate anthem to celebrate World Music Day. The anthem was performed by employees collaborating from various branches and offices from across the country.
The corporate anthem, an adaptation of the Musical Logo (Mogo), composed by BrandMusiq, aims to resonate with the bank’s core values and ethos. “Sacha Hai Dil ka ye Rishta…”— aims to be an ode to the relationships that the bank shares with its customers, employees, stakeholders and among themselves. It has been adapted across seven languages.
CMO MVS Murthy said, “We are very proud of the talent all our colleagues collectively bring in at Federal Bank. This anthem is not just a testimony to their prodigious growing up but also reflective of the culture which allows personal talent to find its way through the labyrinthine hierarchies of the corporate world.”
Mogo is the sonic essence of the brand created by Brand Musiq in 2020 which in musical terms aims to evoke the core values, emotions, and persona of the organization. Over the last 4 years, the Bank has released 14 different genres of the Musical Logo to celebrate the festive and cultural nuances with a Federal touch.
In the year 2022, for World Music Day, the Bank had launched a music campaign celebrating the symphony of sounds that the customers are accustomed to hearing at a bank branch or on their banking devices. The tones made by ATM, the whirr of cash being dispensed, the payment completion tone in the Mobile Banking App, the sound of a passbook printer, the click of locks at the vault, etc. were fused with the Bank’s sonic identity to underline the brand’s positioning of ‘Digital at the Fore. Human at the Core’.
This year the brand’s anthem Key Highlights include:
Unity in Diversity: Employees from diverse backgrounds, spanning from executive to junior levels, united their voices and instruments to create this melodic masterpiece.
Digital Innovation: The anthem seamlessly weaves the Bank’s digital sonic identity with the warmth of human voices, embodying the motto: ‘Digital at the Fore. Human at the Core.’
Lyrical Mogo: With verses in seven Indian languages, the anthem celebrates team spirit, authenticity, and progress.
Youthful Energy: The anthem reflects the Bank’s youthful dynamism and progressive outlook.
The theme of the lyrical Mogo is team spirit, authenticity, digital progression and above all, the warmth of relationships. The brand leverages music as a unifying factor to convey the spirit of togetherness. The anthem represents the brand’s youthfulness, energy, progressiveness, and unity of the Federal fraternity
