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Union Bank brings alive real life moments

The TVCs, conceptualised by DDB Mudra West, aim to establish that Union Bank of India's products and services are not only on a par with private banks but also surpass them in many ways

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Union Bank brings alive real life moments

Union Bank brings alive real life moments

The TVCs, conceptualised by DDB Mudra West, aim to establish that Union Bank of India's products and services are not only on a par with private banks but also surpass them in many ways

BestMediaInfo Bureau | Mumbai | September 5, 2014

Union-Bank-TVC Click on the image to watch the TVC.

Union Bank of India (UBI) is one of the largest PSU banks in India, established in 1919. The brand's tagline 'Your Dreams Are Not Yours Alone' reflects its promise to partner every dream. In its last outing, Union Bank of India used the most dependable partners of renowned celebrities to bring alive the brand promise - Ajit Tendulkar, Aruna Anand and Kareema Beegum.

This time, the challenge for DDB Mudra West was to let everyone know that Union Bank's products and services are not only on a par with that of private banks but also surpass them in many ways. The idea was to borrow insightful stories from real life. Stories about a common man's aspirations, dreams and hurdles faced in order to achieve them.

When the campaign was initiated, the team zeroed down on five products and services: home loan, SME loan, phone banking services, quicker processing and proactive follow-ups, and self-generation of ATM pins and passwords. The agency then decided to cast a single family in all the five films. This was critical as it was important to illustrate how these products and services can improve the quality of life of an average Indian family.

Out of the five films in the campaign, two were released in 2013 and two in August 2014. Like the last two TVCs (home loan, quicker processing and proactive follow-ups), the storyboards of the two recently released TVCs (SME Loan and Phone Banking Services) also revolve around the five members of this family, their dreams and the role played by Union Bank to turn them into reality.

The SME Loan TVC takes the viewers through a father-son relationship and how the son's notion about his father changes after a minor conflict that arises between the two. The solution to the conflict is UBI's SME loan, thus making it an integral part of the story. The TVC ends on an emotional yet wise thought while using the tagline 'Your Dreams Are Not Yours Alone' as the proposition of the film. Like in the previous TVCs, actor Pankaj Kapoor plays the father and brings out the various nuances of the everyday life of an Indian father beautifully.

The other TVC, which highlights the phone banking service of the bank, utilises the unsaid wishes and unexpressed emotions between an Indian husband and wife in a beautiful manner.   Starring Kapoor as the man of the family, the TVC opens with him and his wife in a jewellery showroom where he is trying to persuade his wife to buy a less expensive necklace by telling her that it looks beautiful on her. While he wishes to buy the expensive necklace for her, he is not able to do so due to lack of funds in his bank account. Their son is observing the situation along with his other siblings from a distance. He realises the hesitation of his father and helps him come out of it with the help of UBI's phone banking service. The film deals with the delicate intricacies faced by the man of the family on an everyday basis and how his family members can help him with the help of Union Bank's services.

Aman Mannan and Ashish Phatak, Executive Creative Directors at DDB Mudra West, said, “With these TVCs we wish to highlight the instant and seamless services provided by Union Bank of India. Be it the TVC where the SME loan services have been showcased as wisdom passed on from father to son to trust Union Bank of India to support his entrepreneurial dreams or the phone banking TVC where the instant nature of the services empowers the son to help his father fulfil his mother's wishes, the TVCs highlight the usefulness of UBI services in the everyday life of its consumers.”

The TVC:

https://img-cdn.thepublive.com/filters:format(webp)/

Credits:

Agency: DDB Mudra West

Chief Creative Officer: Sonal Dabral

Creative Head (West): Rahul Mathew

Executive Creative Directors: Aman Mannan, Ashish Phatak

Creative Director: Siddhesh Khatavkar

Associate Creative Director: Anshu Sharma

Creative Supervisor: Srijan Shukla

President: Rajiv Sabnis

Vice-President: Yugandhar Madidi

Account Manager: Sumona Ghosh

National Planning Head: Amit Kekre

Director Brand Communications: Toru Jhaveri

Brand Executive Communications: Sanchari Chakrabarty

Agency Producer: Vishal Sane

Director: Nikhil Rao

Info@BestMediaInfo.com

Info@BestMediaInfo.com

Union Bank
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