Union Bank of India: 'Your dreams are not yours alone'

Union Bank of India has released two TV commercials which reflect the brand's belief - Your dreams are not yours alone. Conceptualised by DDB Mudra West and produced by Jamic Films, the ad spots star actor Pankaj Kapoor and are based on insightful stories from real life incidents.

The five-film campaign (two of which are on air, with the rest to be released in January 2014), revolves around five family members, their dreams and the role played by Union Bank of India to turn them into reality.

Sonal Dabral, Chairman and CCO, DDB Mudra Group, said, "Union Bank of India always puts people first. It is this thinking that gave birth to the now famous platform of 'Your dreams are not yours alone'. In keeping with their vision, Union Bank has come out with many innovative offerings that put the consumer at the forefront, with technology becoming an enabler making life more convenient and relationships richer."

Speaking about the campaign, he added, "We decided that the best way to communicate this was through simple human stories that could be happening everyday in any Indian household, all seen through the eyes of the same family. The biggest triumph of this campaign is the very real tonality and its perfect casting with Pankaj Kapoor lighting up the screen as the head of this ordinary Indian family. We are very excited with this latest campaign for Union Bank of India and I'm sure people will love these films as much as we do. Like our earlier campaigns for this brand , this too is less advertising more life."

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Aman Mannan and Ashish Phatak, Group Creative Directors, DDB Mudra Group, said, "The simple observation in life that kick-started the entire process was to acknowledge, that unlike the West, our dreams do not feed on individual aspirations but the collective energy of every family member. For example, to have your own home is a dream not owned by an individual but an entire family. The entire campaign is based on this simple understanding. We wanted people to believe that Union Bank of India is part of their everyday life. And hence, all the 5 stories revolve around 'shared Indian dreams' and the role played by Union Bank's products and services to make them come true."

Watch the Car Loan commercial here.

Credits:

Chairman and CCO: Sonal Dabral

President, DDB Mudra West: Rajeev Sabnis

Group Creative Directors: Aman Mannan & Ashish Phatak

Associate Creative Directors: Anshu Sharma & Siddhesh Khatavkar

Copywriter: Srijan Shukla

Art Director: Naresh Dhondi

Account Management Director: Yugandhar Madidi

Account Management Supervisor: Sumana Ghosh

Account Planning: Amit Kekre and Toru Jhaveri

Director: Nikhil Rao

Production House: Jamic Films

Agency Producer: Vishal Sane

Film Executive: Siddhi Bhopale