Federal Bank has announced the appointment of actor Vidya Balan as its first-ever brand ambassador. The association marks an important milestone in the brand's journey as it continues to enhance its market position. 

The bank's senior team in a recent analyst meet had laid out clear directional path for its brand transformation.

M V S Murthy, chief marketing officer, Federal Bank, said, “Ms. Vidya Balan was a very strategic choice to capture the attention across geographies, genders and generations. We are super-stoked to have Ms. Balan champion Federal Bank. She is versatile, appeals across demographics and gender, has a pan-India fan following, and is multi-faceted. An actor's actor, she becomes the character on camera while continuing to charm us in her interpersonal interactions off-screen. Her preparation, desire to understand nuances, and consideration of various scenarios all contribute to her ability to bring out the essence of every role she plays. We have experienced this as we sought to bring her on board."

He continued, “At Federal Bank, too, empathy is our segue to understanding and servicing our customers. It’s a universal trait that transcends geographies, generations, and customer demographics. Our NPS scores and Peer Comparison in the Nielsen studies, clearly indicate the stripes we have earned by being a Human at The Core, Digital at The ForeTM Franchise. Much like Vidya, we too make light of our chores and celebrate the wins created through the collective effort of our teams. I am sure Vidya will power prosperity for everyone associated with Federal Bank. Character, Culture and Customers are how we celebrate ourselves and the Brand."

The multi-year association will span across various marketing initiatives, including television commercials and digital campaigns, deepening the connect with its stakeholders, according to the brand.