08th September 2025: This Onam, Federal Bank redefined what a festive campaign could feel like — not with louder ads, but with deeper warmth. In a rare blend of immersive technology, AI-powered storytelling, and human connection, the Bank turned every branch manager into a digital storyteller — delivering heartfelt Onam wishes through phones, posters, and print. In celebration of Kerala’s biggest festival, Onam, Federal Bank in partnership with WPP’s fastest-growing company and the world leader in creative production, Hogarth Leveraged modern AI tools such as WPP Open and WPP Experience centres, along with technology partner, 8th Wall by Niantic, Federal Bank released one of the most heartfelt campaigns for the season. Not just this, the entire state of Kerala was enthralled by live performances of artists performing century old artforms and then in another quirky maveli series, the Bank showcased a fun take on how Maveli could use all the offers from Federal Bank for his journey (a story that forms the basis for celebration of Onam.) Here are the 3 unique ways that the Bank celebrated Onam this season.
Immersive tech meets AI:
As customers scanned a simple QR code shared by their relationship managers or spotted on outdoor and in-branch creatives, they were greeted by an interactive, real-time Onam celebration: petals raining from above, a Kathakali dancer performing, and the nostalgic sound of the vallam kali trumpet. There were two types of print ads: one allows users to scan a QR code and experience the AI coming to life directly on the newspaper or physical collateral. The other type lets users scan the QR code and place the AI-powered experience in a location of their choice to enjoy the visuals.
One of the employees shared on her Instagram as: https://www.instagram.com/reel/DODW0mBCeGY/?igsh=Z2FqaG5qdnRmanhs
“We are in the Age of Technology, also called as the Age of Uranus. Rapid technological advancement in AI, digital communication, space travel, etc. is propelling global interconnectedness through internet, social media, blockchain, etc. As a brand we desire a stronger focus on science, innovation, and future-forward thinking when it comes to application of Technology into creating bespoke Marketing Experiences. The Modern-Day Consumer is Tech First when it comes to any celebration that connects culture and community. This Onam, Federal Bank has bought plug and play joy when families meet or even when consumers want to use the tech chutzpah to manifest the Onam goodness.” said M V S Murthy, Chief Marketing Officer, Federal Bank.
“We’re moving from content creation to crafting content experiences,” said Karthik Nagarajan, CEO, Hogarth India. “This campaign reflects how brands can use technology not just to impress, but to truly connect.”
The artistic roadshow:
The streets of Kerala saw the customary artistic performances by artists supported by Federal Bank entertain the viewers across various places and malls in Kerala for 15 days. The cultural events included Pulikali (Tiger dance), Panchavadyam (traditional orchestra), Chenda Melam (drum ensemble) and other folk-art forms.
The quirky Maveli series:
A series of 6 quirky videos with Maveli as the protagonist, is a unique storytelling that captures the offers that the Bank’s cards provide for this festive season including dining, flights, lounge access etc.
The response? Immediate and heartfelt. Branch managers reported messages of joy, surprise, and even nostalgia from customers. Social sharing picked up, especially among younger users and diaspora audiences in the UAE. For many, it felt like Onam came to them — not the other way around.