New Delhi, March 3 -- 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 withMint, 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 consistenc...