Leading public sector banking organisation Union Bank of India (UBI) has initiated a creative pitch process. The process is based in Mumbai.
The empanelment will be for the next two years, with the option of extending it for yet another year.
Participating agencies will primarily be evaluated on the basis of their strategic prowess, creative ideas and BTL (below the line)/activation ideas, amongst other aspects.
Last year, Mudra had created an ad campaign for UBI in order to re-address the brand's promise, 'Your dreams are not yours alone'. The ad campaign highlighted the individuals responsible for the success of Indian greats. The campaign featured Sachin Tendulkar's brother Ajit Tendulkar, Viswanathan Anand's wife Aruna Anand and Vijender Singh's brother Manoj Singh. The media mix for this campaign included TV, outdoor, digital and print.
In 2008, UBI underwent a re-branding exercise and put forth the philosophy of how collective power plays a role in individual ambition through some memorable ad films that explored relationships between family members.