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Federal Bank urges customers- ‘Why Settle for Less?’ campaign conceptualized by Ogilvy Mumbai

MediaInfoline August 18, 2017

Federal Bank has made a comeback on air after a long time urging its customers to ‘Why Settle For Less?’, a 360 campaign to promote their unique product offering.

The campaign is based on a consumer insight that most banking products are generic as well as rigid in its feature offering, which leave many customers with a compromised feeling. Federal Bank intends to introduce “customisation” as a common virtue in all their product offerings, which is aimed at fulfilling the wish list of each and every new age customer of Federal Bank.

The TVCs are conceptualised by Ogilvy with Vicky Kaushal being the face of the brand campaign.

Rajanarayanan N, Deputy Vice President (Marketing & Investor Relations): We have preferred not to rely on one product or a product feature as the core proposition. We have intentionally chosen to allow the playfulness, the mood and treatment of the Ads to overarch the entire messaging, so that the theme, ‘Why Settle for Less?’ comes out with joyful cheekiness. Our agency, Ogilvy & Mather worked with us right from the conception of the idea, and their contribution towards the creation of this set of delightful Ad films is immeasurable.

Kiran Antony, ECD, OgilvyMumbai: While Federal Bank has a range of cutting edge services and products, people are not aware of it. In India, most people choose their bank account as a compromise. Either it’s the proximity to a branch or forced upon them by their company or sometimes influenced by the family. Federal Bank gives you more than enough rational reasons to bank so that you get the maximum out of banking. Our task was to showcase the uniqueness in Federal Bank’s products in a clutter of financial advertising which usually revolves around the emotional space. And since Federal Bank was coming back on air after a hiatus, we wanted to develop a campaign which had the potential to be memorable, both in terms of the story as well as the protagonist. 

Below are the youtube links for all films:

Selfie Account:

SME Loan:

Car Loan:

Home Loan:

Salary Account:


Client: The Federal Bank

Creative Agency: Ogilvy Mumbai

Executive Chairman & Creative Director, South Asia: Piyush Pandey

National Creative Director: Rajiv Rao

Creative: Kiran Antony, Jigi Dalal, Makrand Berde

CEO: Kunal Jeswani

Account Planning: Aniruddha Khandekar, Priyanka Nair

Account Management: Ajay Menon, Dushyant Kumar, Feroz Shaikh, Dibyajyoti Dhut

Production House: Jamic Films

Director: Nikhil Rao

Producer: Mekala Krishnaswamy


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