Federal Bank goes outdoor asking ‘Why Settle For Less?’
By Bhawana Anand - August 24, 2017
The bank opted for train branding and an innovative on-ground activity as part of its integrated campaign
Federal Bank, one of India’s leading private sector banks, recently launched a new integrated brand campaign around the theme ‘Why Settle for less?’ that included OOH advertising. OOH was used principally to create a big impact and deliver the brand message in an uncluttered fashion.
The OOH mix included Metro train branding in Mumbai – highlighting the bank’s 5 products – as well as an on-ground initiative that engaged the Mumbai Dabbawallas. 5000 Dabbawallas successfully delivered 1.25 lakh Federal Bank branded sweet boxes along with lunchboxes to leading corporate houses across the length and breadth of Mumbai on August 22-23.
Talking about the campaign, Rajanarayanan N, Deputy Vice President (Marketing & Investor Relations) Federal Bank, said, ““Most ads in the Banking, Financial services and Insurance (BFSI) sector talk about products or services. But we decided to diverge from the beaten path. It is the mood of the campaign, its playfulness and its treatment that haloes the entire series of our ad films. We wanted the demeanour of the films to come out loud and say ‘Why Settle for Less?’ and this is what distinguishes the commercials from others. We wanted to do on ground activities that would complement the spirit of our Ad films. The Dabbawalla initiative is an innovation ideated by Lodestar which I am sure will win a lot of hearts in Mumbai”
Lodestar UM rode on this reach of the Dabbawalas to create the innovation. “In all aspects of life, be it family career or home, Mumbaikars exemplify the ‘Why settle for less’ attitude. Hence we decided to celebrate this spirit of the Mumbaikars and give them a surprise in form of a Federal Bank goodie box”, said Deepak Netram, Senior Vice President, Lodestar UM.