Union Bank of India: Celebrating the unsung heroes behind India's champions

This case study describes a campaign by Union Bank of India to stand out from its fellow state bank competitors, which made up 75% of India's finance industry, and capture the business of younger Indians, whose values were changing compared to previous generations.

Union Bank of India: Celebrating the unsung heroes behind India's champions

Toru Jhaveri, Sanchari Chakrabarty and Aditya Kanthy

Campaign details

Brand owner: Union Bank of IndiaAgency: DDB Mudra GroupBrand: Union Bank of IndiaCountry: IndiaChannels used: Events and experiential, Internet – general, Magazines – consumer, Newspapers, Outdoor, out-of-home, Print – general, unspecified, Radio, TelevisionMedia budget: 5 – 10 million

Executive summary

Years after inception, 75% of India's banking sector remained dominated by government-run public-sector units (PSUs). But these banks were considered out-of-sync with a rapidly changing post-liberalization India and the...

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