Union Bank reinvents itself

As a part of its rebranding exercise, the Union Bank of India has launched a new campaign which has been designed by Mudra Communications. As reported earlier, Union Bank has revamped itself and has changed its logo.

The campaign was created to given an interpretation of what the bank stands for now. "The campaign shows that there are people who share your dreams and the dreams get stronger when they are shared," said Bobby Pawar, chief creative officer, Mudra Group.

The film opens on a young man who is having dinner with his father. The father sounds a bit apprehensive about his son’s plans to go out for work for about six to eight months. The son convinces him that he knows what he is doing. The father is also worried about his son having to leave early next morning to catch a flight. But again, the son asks him not to worry. Next morning, while the son is waiting for a cab, the father has already hired a cab for him. The spot closes with the positioning line of ‘good people to bank with’.

The creative team includes Pawar, Anil Verma, Ravinder, Milind, Kiran, Chetan and Varun. The TVC has been directed by Sainath Choudhary of Corcoise Films. Union Bank has earmarked a marketing budget of Rs 85-90 crore for the next one year.