Federal Bank has launched a film for Diwali that moots inculcating the habit of saving early, with the strap ‘Bachane ki aadat bachpan se’.
The story is told with the help of a young boy Ishan, who gets a gift of Rs.10,001 for Diwali. Seeing the message on the phone about the credit, he goes about promising to gift his father a new smart watch for the next Diwali, his grandmother a larger tablet for her to read easily, his sister a pair of high heels and so on. When he promises his mother a pair of diamond earrings, she asks him where he will get the money to fund it. This gets him thinking. She makes a deposit on her phone, as a voice over urges viewers to start saving from this Diwali to make the next bigger, and makes the case for inculcating the habit of saving from childhood.
The campaign pitches Federal Bank Savings Accounts, Recurring and Fixed Deposits, and Credit and Debit Cards as instruments of savings.
MVS Murthy, Chief Marketing Officer, Federal Bank, said, “Our protagonists have always been progressive, comfortable with technology, across age groups and well represented equally by people from different walks of life. In ‘Bachane Ki Aadat Bachpan Se’, the Mom who is seemingly a career woman herself, sets up an online recurring deposit. This will continue to add more to the “Diwali” received. There is a play of technology, transfers and teaching early life lessons. The pragmatism of the film is not in lessoning but in lessening the dilemmas by channelling the innocence, to delivering on commitments. This is a continuum of Federal Bank’s ‘Rishta Aap Se Hai, Sirf App Se Nahi’ template, where the human desire for better living is powered by the convenience of using Federal Bank’s smooth digital assets.”
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