Federal Bank bridges the Physical and the Digital Market Places

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Mumbai, 14th February 2023: Federal Bank today announced the launch of a mint fresh brand campaign, “Rishta Aap Se Hai, Sirf App Se Nahi TM.” The campaign brings alive the Bank’s work ethic – Digital at the Fore, Human at the Core.

This captures many a day that Customers experience in the Bank. In markets of dominant employees of the Bank are a part of celebrations as well as moments of grief of their clients. There are many instances where Customers have experienced the technological ease of transactions as well as the service with sensitivity at branches.

The campaign is inspired by real-life events and that is transposed onto the communication. The ad has been launched in seven languages – Hindi, Marathi, Gujarati, Bengali, Tamil, Kannada, and Malayalam to ensure reach across the country.


The multiple narratives of the campaign are representative of the Bank’s robust franchise. On average, a client clocks in above 10 years of relationship, giving the Bank the benefit of a high lifetime value for the Customers. And during this phase, the Bank will be able to participate in the various life stages of both its retail as well as corporate banking customers. Besides, having one of the lowest attrition rates in the industry enhances customer confidence in the Brand.

M V S Murthy, Chief Marketing Officer, Federal Bank said, “Businesses across the globe need the digital chutzpah, or customer experience as it is known. However, increasingly, efficiency in technology needs to be reinforced by go to people, whom you can reach out to at all points in time. The core idea of Rishta Aap Se Hai, Sirf App Se Nahi TM comes from our secret sauce which includes Commitment, Agility, Relationship orientation, Ethics and Sustainability. It is imperative that we need to be ‘Digital At The Fore, Human At The Core’. This campaign is representative of how we conduct ourselves as a team. We have unified our physical and digital spaces with this approach.”

The campaign will be rolled out across a variety of platforms, including television, digital, radio, outdoor and social media. Community events will bring the campaign closer to the branches.

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