Campaign India Team
Sep 05, 2014

Union Bank brings happy endings to emotional slices of life, with features

Watch the ad film conceptualised by DDB Mudra West here

Union Bank of India has rolled out a campaign comprising five TVCs. Two of the five films are currently on air. Both the films feature actor Pankaj Kapoor as the head of a family.
One of the films (above) speaks about the bank’s collateral-free loans. As soon as he enters the house, Kapoor is confronted by his son. He is angry that Kapoor has refused to take money from a close relative to launch his business. Kapoor’s muted response doesn’t go down well with the son. As he walks into the room and sets his things down, the son follows. In anger, the son says that to start a business one needs money, and for a loan everyone asks for property papers. Questioning Kapoor where he would get that from, he says, “Jis ne zindagi bhar 10 se 5 ki naukri...” (Someone who has done a 10 to 5 job all his life...”. Realising his mistake, he apologises. Kapoor says with a hint of sarcasm that he’s happy his son doesn’t want to do a 10 to 5 job, and hands him a few sheets of paper. The son looks at the Union Bank of India application for ‘Collateral Free MSE Loans’ of upto Rs 1 crore. Kapoor, standing behind the astonished young man, says, “Karz chukaya ja sakta hai, ehsaan nahi” (A loan can be repaid, a favour cannot). He hands him a pen as a voice over introduces the offering.

Another film highlights instant money transfer with phone banking. Kapoor and his family are in a jewellery store. Kapoor is trying to dissuade his wife from purchasing an expensive gold necklace by pretending not to like it, even as his children predict his every reaction. He then looks around and points at a cheaper necklace, which is in his price range, and tells his wife that the necklace might just suit her better. As his wife tries on the necklace, Kapoor has a big smile of relief on his face. His son takes out his phone and begins to type something. As Kapoor continues to persuade his wife, he is interrupted when by a message on his phone from UBI, which informs him that his account has been credited by Rs 50,000. Kapoor looks at his son and they exchange smiles. Kapoor goes on to tell his wife to pick up the first necklace she had selected so that she would not tell him that she was unable to select the necklace of her choice. 
Aman Mannan and Ashish Phatak, executive creative directors, DDB Mudra West, said in a statement, “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; these TVCs highlight the usefulness of UBI services in the everyday life of its consumers.”  
Client: Union Bank of India
Creative agency: DDB Mudra West
Chief creative officer: Sonal Dabral
Creative head (West): Rahul Mathew
Executive creative directors: Aman Mannan and Ashish Phatak
Creative director: Siddhesh Khatavkar
Account manager: Sumona Ghosh
Brand executive communications: Sanchari Chakrabarty
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 (films): Nikhil Rao
Campaign India