Following a multi-agency pitch, Union Bank of India has zeroed in on six agencies to handle its creative business. The agencies include Mudra, RK Swamy, Aakar, Interpub, Crayons and Sobhagya Advertising.
JWT India, Mudra, Interpub, Pressman Advertising and Pickle were the incumbent empanelled agencies out of which Interpub and Mudra have retained the business.
While Motivator will continues to handle its media business.
The account size is said to be pegged around Rs 50 crore. The client when contacted, declined to comment on the pitch. However, sources close to the development confirmed the new empanelment decision.
In September 2008, as a part of its brand repositioning initiative, UBI had launched its new corporate logo which comprised two letters ‘U’ of Union Bank of India interlocked with one another. The new campaign was chalked down by Mudra communications. The bank had changed its logo for the second time in its history, as the first revamping of its logo-design happened in the year 1964.
The change in the logo was part of the new service values that the bank aims to offer to its customers. These included four promises - values for money, to deliver with committed time, choice of channels and product and pricing.
UBI has added a customer base of over two million and has been reinventing its services in an ongoing exercise called ‘Nav Nirman’.