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...