Federal Bank launches new campaign with Vidya Balan to promote smart saving habits

Federal Bank, a leading private sector bank, has launched its latest integrated marketing campaign titled “Savings Ki Vidya” to boost its deposit base. The campaign, featuring acclaimed actress and brand ambassador Vidya Balan in a refreshing new role, aims to establish a unique position in the consumer’s mind by presenting a fresh and engaging narrative around savings and deposit mobilization.

 

Building on the storyline “Rishta Aap Se Hai, Sirf App Se Nahi”, the campaign highlights that smart saving is not just about great service but also about meaningful relationships that add lasting value. It captures relatable, slice-of-life moments where we often forget to save—until someone who cares gives us a timely nudge toward making smarter financial choices.

Vidya Balan brings her signature authenticity, charm, and wit to the role, guiding her friends with humor and warmth. The campaign’s lighthearted tone resonates across demographics and regions, delivering a clear and compelling message: all good things begin with savings, and that journey starts with a “Rishta” with Federal Bank.

“Savings Ki Vidya, shifts the narrative to long-term relationships with Federal Bank, which is known for its great service. Opening a savings account with us is the beginning of all things you may want to do thereafter. The campaign steps aside from tactical conversations around product features or interest rates and owns the “act of saving”. This allows for an origami kind of a model, where at different points in time, sprint runs of specific aspects of savings/current account or card features or interest rates for specific segments can be amped up. You simply can’t miss “The Vidya” for a moment in this warm, witty and winning narrative. The campaign is a tributary to Federal Bank’s core essence, ’Rishta Aap Se Hai Sirf App Se NahiR, and reflects on the strength of the Bank’s team and their ability to deliver service excellence – that’s the calling card to opening accounts with the Bank.

Vidya Balan made it easy to occupy the space of conscious decision making, through referential “knowledge”. In many ways, she is alluding to her own experience of the brand, which began when she became a customer first and the many interactions with the Federal Bank team thereafter over the past few months. The authenticity of emotions and experiences Vidya has felt is seen in the happy storytelling.

Savings ki Vidya is a multi-bit handle and various accessories can be locked basis the need of the quarter for building the deposits narrative and shoring up business,” said M V S Murthy, Chief Marketing Officer from Federal Bank.

“Federal Bank is maxing the potential of working with me as their ambassador. The witty word play around my name is almost serendipitous, given that knowledge helps us make smart choices that lead to prosperity, and it’s the everyday moments that make this campaign relatable. A simple storyline which reinforces that those who care about us look out for us. I’ve experienced the Federal Bank ethos of Human at the Core and Digital to the Fore firsthand when I opened an account with them, which showed me that they mean it when they say, Rishta Aap Se Hai, Sirf App Ae Nahi.R” said Vidya Balan, Bank’s Brand Ambassador.

The films are supported by an original music score, specially curated to reflect the campaign’s tone — playful, modern, and rooted in everyday life.

‘Savings ki Vidya’ is a 360-degree campaign, with visibility across TV (TVC), Digital and social media, Outdoor (OOH), Print advertisements, Branch-level activation and branded merchandise. Additionally, the films will be dubbed into multiple languages to ensure wider reach and resonance with diverse audiences.