Lodestar UM executes ‘sweet’ initiative for Federal Bank

24 Aug,2017



Federal Bank recently launched a new brand campaign around the theme ‘Why Settle for less?’ Taking this campaign thought ahead, Lodestar UM conceptualised a unique initiative with Mumbai’s famed dabbawalas.


Said Deepak Netram, Senior Vice President, Lodestar UM: “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,”.


On August 19, the campaign kicked off on radio and on digital. Radio jockeys Rohit Vir and Harshit of Radio City led the campaign on air. Both the RJs accompanied the Dabbawalas to select corporates to deliver the message personally.


The entire journey was encapsulated on camera including the wow moments of luncheons enjoying the sweet. The activity was hugely successful as Radio City received large numbers of calls from offices with people sharing their experience of the getting this unexpected treat from Federal Bank.


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.”


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