New campaign by DDB Mudra West
comprising 5 TVCs featuring Pankaj Kapoor with different stories that
buttress the brand communication of ‘Your dreams are not yours alone’
Sohini Sen | Mumbai | January 3, 2014
To drive home its brand promise ‘Your
dreams are not yours alone’, Union Bank of India (UBI), one of the
largest PSU banks, has launched a new campaign to showcase its products
and services to the Indian audience. DDB Mudra West has conceptualised a
set of five TVCs as part of the campaign to show that Union Bank of
India’s products and services are not only on a par with that of private
banks but also surpasses them in many ways.
Aman Mannan and Ashish Phatak, Group
Creative Directors, DDB Mudra, said, “The simple observation in life
that kick-started the entire process was to acknowledge that unlike in
the West, our dreams do not feed on individual aspirations but on the
collective energy of every family member. For example, to have your own
home is a dream not owned by an individual but an entire family. The
entire campaign is based on this simple understanding. We wanted people
to believe that Union Bank of India is part of their everyday life. And
hence, all the five stories revolve around ‘shared Indian dreams’ and
the role played by Union Bank’s products and services to make them come
true.”
DDB Mudra decided to use slice of life
incidents to showcase and portray how UBI stands for the Indian dream.
Taking Pankaj Kapoor as the face of the campaign, they weaved different
situations that he and his family face in day to day life and how UBI
comes to their rescue.
The team zeroed down on five products and
services and decided to cast a single family for 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. Two of these are already on air while the remaining will hit the
screens shortly this month.
The first TVC – Doubt – opens with a phone
ringing. As the young wife inches towards receiving it, her husband
takes it sayings it is for him. The situations keep increasing with the
husband being on call for long periods, and switching off his laptop as
soon as his wife arrives. All this leads the wife to suspect her
husband. However, when the phone rings again and she picks it up before
he can, she realises it is from UBI’s car loan section and her husband
has been talking to them for a car as her surprise birthday gift! She is
surprised and extremely happy and thanks her husband as her suspicions
are laid to rest.
The second TVC is called ‘Address’ and
opens with Pankaj Kapoor and his son at the wedding card printer’s
office. His son is told that the cards will take five days to get
printed. Kapoor laments the fact that he cannot see off his daughter,
who is about to get married, from his own house. But then he comforts
himself by saying that even a rented house is a home. The cards arrive
and Kapoor, sitting in a car with his whole family, notices a glitch in
the address. He complains that the address has been printed wrong but
his son says that it is not possible. Kapoor reads out the address and
asks whose house is that? The car stops in front of a beautiful house
and his son turns to him and tells him that he can see off his daughter
from his own house, after all! Both TVCs end with a voiceover announcing
the brand philosophy: “Union Bank of India, Kyunki aapke sapne sirf
aapke nahin’ (‘your dreams are not yours alone’).”
Sonal Dabral, Chairman & CCO, DDB Mudra
Group, said about the strategy, “Union Bank of India always puts people
first. It is this thinking that gave birth to the now famous platform
of ‘Your dreams are not yours alone’. DDB Mudra Group has already
created two very successful brand campaigns on this platform and in this
third installment the line gets a product spin. In keeping with their
vision, Union Bank has come out with many innovative offerings that put
the consumer at the forefront, with technology becoming an enabler
making life more convenient and relationships richer.”
Dabral added, “We decided that the best way
to communicate this was through simple human stories that could be
happening everyday in any Indian household – all seen through the eyes
of the same family. The biggest triumph of this campaign is the very
real tonality and its perfect casting with Pankaj Kapoor lighting up the
screen as the head of this ordinary Indian family. We are very excited
with this latest campaign for Union Bank of India and I’m sure people
will love these films as much as we do. Like our earlier campaigns for
this brand , this too is less advertising more life.”
source:::http://www.bestmediainfo.com
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