Ogilvy’s latest campaign swaps finance jargon for relatable storytelling, as Vidya Balan becomes the witty face of savings awareness
June 12, 2025 | India — Breaking away from the clutter of traditional financial advertising, Federal Bank has unveiled a refreshing new campaign titled ‘Savings Ki Vidya’, featuring acclaimed actor and brand ambassador Vidya Balan. Conceptualized by Ogilvy, the campaign brings a light-hearted, slice-of-life narrative that reframes saving money as a smart, stylish, and emotionally resonant choice.
Drawing on Balan’s warm persona and the bank’s long-standing promise of human-first service—“Rishta Aap Se Hai, Sirf App Se Nahi”—the campaign nudges viewers to revisit their relationship with everyday savings. Rather than pushing interest rates and product features, it focuses on building an emotional connection and driving a shift in mindset.
“It’s less about selling a savings account and more about celebrating the act of saving,” said M V S Murthy, Chief Marketing Officer at Federal Bank. “This campaign allows us to spotlight real-life financial decisions that are often overlooked but crucial to long-term wellbeing.”
In the campaign, Vidya Balan plays the role of a sharp yet compassionate friend—guiding others with her witty wisdom through moments where saving could have made all the difference. Through everyday situations, from hosting house parties to resisting impulsive purchases, the campaign resonates with a broad demographic.
As Balan explains, “The clever wordplay on my name is just the start. The messaging feels personal and powerful—it’s about how the ones who truly care will always push us toward better choices. Federal Bank has shown me firsthand what ‘Human at the Core, Digital to the Fore’ really looks like.”
Rohit Dubey, Senior Executive Creative Director at Ogilvy, noted, “Savings are the soul of banking. With these films, we wanted to showcase how small, conscious choices can be celebrated with heart and humor. And who better than Vidya to lead the way?”
The 360-degree campaign includes TV, digital, print, and outdoor media, supported by multilingual versions and branch-level activations. A catchy original soundtrack ties the films together, adding a fresh and contemporary touch to the storytelling.
As banks increasingly compete in a digital-first space, Federal Bank’s human-centric approach sets it apart—using wit and warmth to inspire financial discipline.
🎥 Watch the campaign films:
Savings ki Vidya koi tujhse seekhe
Savings ki Vidya: Efforts aur Paise dono bachao
