Through three beautiful TVCs highlight8ing the bonding shared by an elderly couple, Ogilvy & Mather creates a lasting bond for Federal Bank
BestMediaInfo Bureau | Mumbai | July 8, 2014
Federal Bank has come out with a new campaign, highlighting companionship. Created by Ogilvy & Mather, the campaign speaks about how an ideal companion can make the journey of life look better.
While Federal Bank has been around for a long time and has grown to over 1,200 branches, the brand needed to reconnect with the audience. They needed an emotional reason which would make people want to be associated with Federal Bank.
Piyush Pandey, Executive Chairman & Creative Director, South Asia, Ogilvy & Mather, said, "Federal Bank has great credentials as business partners with a huge reputation in Kerala. Now, with the bank aiming to have a large national presence, we have captured the spirit of a true partner in a delightful, human way. It is a fitting presentation of a wonderful brand. Corcoise Films has brought alive the scripts in its inimitable way."
Ogilvy understood that people choose their banks for a variety of reasons. Therefore, they set out to create a reason for Federal Bank, one which would connect them with their target audience for more than just business deals.
The agency chose 'great partnerships' or companionship as the main peg. This could find a double meaning in the campaign – one which talks about the partnership of an old couple or that of the bank with the customers over the years.
All three TVCs in the campaign feature an old couple, who share stories from their life to show what true companionship means. The first TVC called 'Joke' opens with the old lady sharing a joke with her friend on the phone. Her husband, however, tells the viewers that this is the only joke she ever tells. He even knows how it ends as he has heard it so many times. But, right then, he tells viewers that even though he has heard it before, he laughs at that same joke.
The second TVC is called ‘Medicine’. Here, the same elderly man tells viewers that his wife hates taking her medicines, so he mixes them in her milk. She, on the other hand, has understood his trick long before because the milk starts tasting bitter. However, she knows that this simple act of giving her the medicines means a lot to him, and so she pretends she hasn't understood and drinks the glass of milk happily.
The final TVC, ‘Walking’, starts with the lady telling the audience that her husband likes his long walks, but gets tired as well. However, he will never admit it. The husband on the other hand is trying to prove that his wife slows him down. The camera goes back to the lady who confesses that because he won't slow down, she finds excuses to stop – sometimes to watch the sunset, sometimes to play with the dogs. The husband also agrees that though he complains, he likes it when she stops and enjoys the moment.
The TVCs all end with the voiceover saying: 'Saathi sahi ho toh kismat khul jaati hai aur zindagi khill jati hai' (if the companion is right, your luck shines and your life blossoms).
Dr Abraham Koshy, Chairman, Federal Bank, said, "Federal Bank has now grown into a leading private sector bank with pan-India presence. Through the new campaign, the bank wishes to communicate to the expanded audience what Federal Bank stands for. The corporate campaign is anchored in the consumer insight that the bank is considered as a warm, reliable and a lucky relationship partner of consumers. We have weaved this insight into the theme for the campaign that resonates well the emotional quotient of a perfect relationship."
Client: The Federal Bank
Creative Agency: Ogilvy & Mather, Mumbai
Executive Chairman & Creative Director, South Asia: Piyush Pandey
Creative team: Kiran Antony, Rishi Chanana, Jigar Fernandes
President - Mumbai & Kolkata: Navin Talreja
Account Planning: Aniruddha Khandekar, Dilip Garga
Account Management: Asheesh Malhotra, Heval Patel, Feroz Shaikh, Shamika Salvi
Production House: Corcoise Films
Director: Prasoon Pandey
Producer: Cyrus Pagdiwala