Bank of Baroda empanels three agencies for its creative duties

By Abhishek Chanda , afaqs!, New Delhi | In Advertising | April 16, 2009
The bank has selected Percept H, Euro RSCG and Mudra, after an elaborate multi-agency pitch

According to sources close to the development, Bank of Baroda (BoB) has finalised Euro RSCG, Mudra and Percept H as its creative partners, after an elaborate multi-agency pitch. However, the formal paperwork will be completed within a few days. Officials at BoB were not available for their comments.

Almost 40 agencies battled it out for the estimated Rs 60-crore account. The pitch process continued for two to three months; and six agencies - the other three being O&M, Ambience Publicis and Draft FCB Ulka - made it to the last round. The media duties for the account lie with MPG.

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Earlier, five agencies - Euro RSCG, Mudra, FCB Ulka, Lintas Personal and Interpublicity - used to handle the account, which they had won in 2005. Of these, only two have managed to retain their duties. Percept H has also had a stint with the BoB account previously and had coined the baseline, 'India's International Bank', which the brand uses till date.

For 2009, the brand has released Baroda Next, a complete brand campaign that spans across all media. The campaign was created by Mudra early this year.

In mid-2007, after a multi-agency pitch, Euro RSCG was assigned the task of creating the BoB centenary campaign.

While hunting for an agency for its corporate duties, the brand was also in talks with O&M, and reportedly, things were on the brink of finalisation. In fact, as O&M was handling a conflicting brand - Bank of India - it was rumoured that the account would move to another Ogilvy Group agency, Meridian. However, in the end, it was Euro RSCG that bagged the account.

The Bank, which started operations in 1908, revamped its logo and corporate identity in 2006. It christened the revamped logo, a dual 'B' that holds the rays of the rising sun, the 'Baroda Sun'. Rahul Dravid was also signed up as the brand ambassador then.