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 India
Agency: DDB Mudra Group
Brand: Union Bank of India
Country: India
Channels used: Events and experiential, Internet – general, Magazines – consumer, Newspapers, Outdoor, out-of-home, Print – general, unspecified, Radio, Television
Media 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 country's consumers were gravitating towards private-sector players.1

Union Bank of India (UBI) was unique – in spite of being one of the country's largest PSU banks, it was committed to innovation and customer-centricity. In a crowded sector speaking to a young and restless audience, how could the Bank differentiate?