I was very skeptical of PSU Banks embarking on a re-branding strategy and relying on a new logo or advertising to rejig their image. I still maintain that in order to make a real difference it takes more than just advertising – it calls for changes on the ground. The new advertising can make the brand likeable if the advertising is likeable. But any action beyond that – switching your account or opening one depends purely on providing a rational reason and the experience at the branch level.
The latest TVC for Union Bank at least succeeds in creating a positive feeling toward the brand, thanks to the emotive advertising. Irrespective of societal backgrounds all parents behave the same way in which they are portrayed in the ad.
Since the insight is universal, the appeal is likely to be universal. The parents’ behaviour is linked to the proposition ‘ your dreams are not yours alone’. It may not yet motivate me to change my bank but at least I like the advertising. Are my likes yours too?