Marketing is a marathon, not a sprint: Federal Bank’s MVS Murthy on building lasting customer bonds

Subscribe to enjoy similar stories. In a sector often seen as dull and transactional, M.V.S. Murthy, chief marketing officer (CMO) at Federal Bank, breathes life into banking conversations with rich sports metaphors and a deep focus on human connection.

In this candid chat with Mint, Murthy discusses how the bank is building authentic relationships, reaching Gen Z and millennials, and why brand-building is like preparing for an Ironman triathlon—balancing endurance, strategy and precision. Edited excerpts: What’s inside reflects outside. We’re a 94-year-old institution with deep cultural roots, and that authenticity shines through.

Our workforce has less than 2% attrition, which means our team works like a well-bonded sports squad, ensuring consistency in service—a trait customers value. Our tagline, ‘Rishta Aap Se Hai, Sirf App se Nahi’, isn’t just a line—it’s a lived philosophy. We focus on empathy-driven service while leveraging cutting-edge technology.

This balance helps us connect deeply with Gen Z and millennials looking for authenticity and innovation. Also Read | Federal Bank's new CEO has plans. But can he make it the favourite of investors? Empathy can’t exist in pockets—it has to be across the board.

In a service business like banking, it’s about seeing employees and customers as people, not just transactions. I often say that if you treat individuals as a means to a task, you get robotic interactions. But when a team plays together with a shared purpose—caring for each other’s wellness and struggles—it reflects in how we treat customers.