Shephali Bhatt
Oct 11, 2011

Union Bank of India revives its brand positioning with a refreshed campaign

Watch the TVC created by Mudra West

wide player in 16:9 format. Used on article page for Campaign.

Union Bank of India has attempted to revive the brand positioning it created in 2008 with the same tagline - 'Your dreams are not yours alone'. The two TVCs created by Mudra West for the refreshed campaign aim at highlighting the silent individuals behind achievers, who dreamt the success of their loved ones as much as the achievers did themselves. 

The first TVC shows Ajit Tendulkar, the elder brother of Sachin Tendulkar, archiving all the special moments that reflect his younger brother's glory in the game. It subtly endeavours to portray how the elder brother was the silent motivation for the little master to make it big in the world of cricket, how he also dreamt about Sachin Tendulkar's triumph every single time he came out as a winner. 

 
Watch the second TVC created by Mudra West here. 
 
 

 
 
This TVC highlights another silent shadow, only this time it's in the field of the mindgame, chess, and it refers to the chess champ Vishwanathan Anand. The TVC highlights how his wife, Aruna Anand was an ace chess player herself but she wished for her husband's success more than hers. 
 
Commenting on the thought behind the refreshed campaign, Madhukar Kamath,group chief executive officer and managing director, Mudra Group, said, “Not only does the campaign break the clichéd codes of celebrity usage in advertising, but also seamlessly continues the conversation started by the brand by celebrating the heroes behind our heroes.”
 
Here's the print commercial from the same campaign
 
 
Credits: 
Client: Union Bank of India 
Creative agency: Mudra West
Office head: Arijit Ray
Sr. Creative copy: Aman Mannan
Sr. Creative art: Ashish Phatak
Copy writer: Faraz Alam
Art: Rachana Muslonkar
Mahesh Karande
Account management: Dominic Savio
Naresh Parmar
Deeshant Bhandarkar
Account planning: Aditya Kanthy
Ketaki Rituraj
Director: Sainath Choudhury
Production house: Purple Vishnu Films
Agency producer: Vishal Sane
 

 

Source:
Campaign India