If the best advertising is the kind that knows its audience, Union Bank of India (UBI) is doing something very right.
Its latest campaign is all about acknowledging those who make dreams possible, recognizing that success involves the joint efforts of many.
Actually, this multimedia promotion continues a theme that UBI has built on since it rebranded in 2008, about goals being shared by those behind the scenes.
Now, in 2011, three new TVCs – created by Mudra West – feature those who have quietly stood behind some of India’s biggest success stories.
Vijender Singh’s brother Manoj, Sachin Tendulkar’s brother Ajit, and Viswanathan Anand’s wife Aruna are shown in their quietly supportive roles.
Why does this indicate that UBI knows its audience?
Simply because Indians value family in a collective sense, and should respond easily to the concept of shared ambition. Rather than focusing on goals with an individualistic mindset, these are customers that are likely to appreciate the value of united objectives and aspirations.
This is, of course, a good message for a financial provider to send, and one that, while simple, has a good chance of being noticed.
What is probably most interesting about these TVCs is that they don’t show the celebrities at all. Where most advertising depends on the appearance of a famous face, this campaign uses just names and stories.
Some have criticised elements of the promotion, pointing out, for example, that Viswanathan Anand achieved a great deal before he had the benefit of his wife’s support. Another possibility is that the message is a little too obvious – once consumers have understood the idea they might want something more.
Because the messages are understated, they contrast with the usual glamour associated with well-known heroes.
However, the overall message is positive, and should be recognised for using celebrities in a whole new way.
Alongside the TVCs, which you can watch below, UBI’s message can be seen in digital, print and outdoor ads.
Source
Its latest campaign is all about acknowledging those who make dreams possible, recognizing that success involves the joint efforts of many.
Actually, this multimedia promotion continues a theme that UBI has built on since it rebranded in 2008, about goals being shared by those behind the scenes.
Now, in 2011, three new TVCs – created by Mudra West – feature those who have quietly stood behind some of India’s biggest success stories.
Vijender Singh’s brother Manoj, Sachin Tendulkar’s brother Ajit, and Viswanathan Anand’s wife Aruna are shown in their quietly supportive roles.
Why does this indicate that UBI knows its audience?
Simply because Indians value family in a collective sense, and should respond easily to the concept of shared ambition. Rather than focusing on goals with an individualistic mindset, these are customers that are likely to appreciate the value of united objectives and aspirations.
This is, of course, a good message for a financial provider to send, and one that, while simple, has a good chance of being noticed.
What is probably most interesting about these TVCs is that they don’t show the celebrities at all. Where most advertising depends on the appearance of a famous face, this campaign uses just names and stories.
Some have criticised elements of the promotion, pointing out, for example, that Viswanathan Anand achieved a great deal before he had the benefit of his wife’s support. Another possibility is that the message is a little too obvious – once consumers have understood the idea they might want something more.
Because the messages are understated, they contrast with the usual glamour associated with well-known heroes.
However, the overall message is positive, and should be recognised for using celebrities in a whole new way.
Alongside the TVCs, which you can watch below, UBI’s message can be seen in digital, print and outdoor ads.
Source