afaqs!

DDB Mudra sole custodian of Union Bank's corporate business

By Ashwini Gangal , afaqs!, Mumbai | In Advertising | December 11, 2012
The agency was one of three that looked after the brand's corporate and product duties.

In a development that brings a rigorous multi-agency evaluation process to a close, DDB Mudra has been awarded the sole custodianship of Union Bank of India's corporate account. The account size is estimated at Rs 40 crore.

afaqs! had carried an exclusive report announcing the start of this pitch in June. Sources inform that the pitch saw the participation of more than 20 agencies, including leading names such as JWT, McCann Ericsson, Ogilvy India, Leo Burnett, Draftfcb Ulka and Dentsu. In the final round, it was down to Ogilvy, Draftfcb Ulka and DDB Mudra.

The win is significant because until now, UBI has worked with a panel of three creative agencies for its corporate and product duties. The most recent panel included DDB Mudra, Inter Publicity and R K Swamy BBDO.

Rajiv Sabnis

Now, in sync with its revised strategy, from three, the brand team has narrowed down to just one agency for its corporate duties.

On the other hand, the creative mandate for the brand's product-led communication will now be split among a roster of six agencies. The names on this panel have not been finalised yet.

Talking of the win, Rajiv Sabnis, president, DDB Mudra Group, says, "It is a matter of pride that Union Bank has retained the services of DDB Mudra as the sole custodian of the corporate brand mandate."

DDB Mudra has been associated with UBI for the last six years. The agency created the 'Your dreams are not yours alone' campaign for the brand in October, 2011; through it, UBI tried to connect with young India by felicitating the unseen individuals responsible for the success of India's youth icons. Some of the celebrities featured in the campaign were Sachin Tendulkar's brother Ajit Tendulkar, Viswanathan Anand's wife Aruna Anand, and Vijender Singh's brother, Manoj Singh.

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