Currency, Lincoln

Campaign
Agency Network: 
Published/Aired: 
July 2009
Union Bank of India:  Currency, Lincoln

Description

Print advertisement created by Mudra, India for Union Bank of India, within the category: Finance.

Caption

Joint account

Advertising Agency: Mudra Communications, Mumbai, India
Chief Creative Officer: Bobby Pawar
Creative Director: Parag Shahane
Art Director: Kiran Parihar
Copywriter: RK Johnson
Illustrator: Sahebrao Hare
Account Supervisors: Dominic Savio
Retouching: Mangesh Kadam
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Highest Rated

Guest's picture

ahhhhhh, joint account! now that makes sense!

yeesh... Lincoln's wife though... >P

Guest
Guest's picture

really bad..

Guest
ivan's picture

Please be more elaborate, especially when trashing the ad. Thank you!

ivan
Creative Director at Ads of the World
Jesterbrand's picture

Well... ok... lets take a crack at this... I like a challenge...

So yeah, this is pretty offensive superficially if you do not consider what they are trying to do. I think the premise of this series is trying to say that their bank is backing with the foreign currency and all that jazz. Or trying to say how universal they are or that they are accommodating to their international customers.

Either way, none of the images in this series are very clear in their meaning and can easily be taken offensively by the different countries (mainly that it's a confusingly aggressive since the U.S. people may already see India taking a lot of revenue and money out of the country).

I think the premise could be clarified more and somehow worked in a more appropriate/universal way.

But who knows, this just might be one of those cultural things. I hate to say it, but my first thought when I saw this was "man, that's pretty offensive" but I had to sit down with it for a little while to try and get it. Things like these ad agencies may need to be careful with.

For instance, look up "absolut vodka mexico ad" on google images. This was taken VERY wrong in the U.S. but it was non-aggressive and not supposed to be offensive... but it was to the U.S. people that saw it and Absolut had to issue a letter of apology.

Jesterbrand
Activity Score 142
Creative Director
gdkid2004's picture

totally! and clearly these ads simply won't run internationally, as there WILL BE different interpretations.

quite frankly, I thought the ads were good, but just when I got closer, ewwww... not funny nor pretty at all

gdkid2004
Activity Score 24

_______________________________
Design has to work, art doesn't.

everartz's picture

i gotta admit 2 things,
1- when you see this note published in the newspaper you'll look twice coz of having the 2 faces inside it.
2- personally i like the notes illustration style, as it is so complicated to be redone.
BUT whats the point of this ad??

everartz
Activity Score 7613
Art Director |

| everartz |

Guest's picture

well i guess you r trying to say something relating to joint accounts or something coz in 100 rs thr is gandhiji with his better half i suppose? but y? wht are you trying to convey is something which is vry confusing

Guest
shahidali's picture

joint account? !!!!!!!
union bank of india with a united states of america 5 dollar note + the lincoln couple. what can these denote?
a. couple representing joint account
b. the dollar represnting global banking or foreign currency account
c. union bank of india: representing inefficiency, lack of ideas and understanding, ....

shahidali
Activity Score 4065
Dhaka, Bangladesh |

shahid

Reality Check's picture

"shahidali" says: joint account? !!!!!!! union bank of india with a united states of america 5 dollar note + the lincoln couple. what can these denote?
a. couple representing joint account
b. the dollar represnting global banking or foreign currency account
c. union bank of india: representing inefficiency, lack of ideas and understanding, ....

"Reality Check" counters: The different currencies communicate that the Union Bank of India deals with more than one type of customer. It is, after all, a bank, serviced by customers not only from India, but from expatriates from, say, the United States of America. It can also convey that Asian citizens who work abroad require a bank that easily and efficiently deals with foreign currencies, which neatly leads my second point:

Perhaps a Union Bank joint account is a novel service to Asian citizens. I checked the Union Bank of India Web site, and two of the most frequently asked questions are:

1) Can a non-resident of India (NRI) open joint accounts with one or more NRIs?

2) Can an NRI open joint accounts with residents?

So, based on these questions, a joint account (especially one with Asians working abroad) is of some importance and, to me, signifies an understanding of a particular customer's needs.

I hope this helps.

Reality Check
Activity Score 2545
Guest's picture

reality check, pls put the explanations in the ad as a copy and not as a comment in the comment box. may be, the viewers will understand the purpose. else, who knows, someone might think Union bank is providing 5 dollar each for opening a joint account. why keep options for multiple enterpretations open in an ad? In such case, it can't be called a good ad. I understand what shahidali said.

Guest
capton john's picture

Understood your research about Union Bank, now let's talk on those 2 questions which you mentioned.

1) Can a non-resident of India (NRI) open joint accounts with one or more NRIs?

2) Can an NRI open joint accounts with residents?

Can you explain what a US dollar note having images of two person?

US dollar note denotes abroad money matters, ok. But if you are talking about NRI Indians which want to open a joint account with residents then why both guys foreigner? There could be one Indian then it could be easily understood. Why one of them is not an Indian? Couple shows joint account but a couple can show many things, then what??

If there were both guys Indian or one of them Indian in any foreigner note then your both point could be easily conveyed. By the way nice illustration! but not effective idea!

capton john
Activity Score 640
Indore |

Think, Act, Invent.
www.narendrakeshkar.com

puppiepoppy's picture

Probably one of the character in there WAS an Indian??

puppiepoppy
Activity Score 1634
Creative Director |

www.michaelwongcc.com

Raf-vp's picture

Challenging one, nice illustration!

Raf-vp
Activity Score 46
Graphic Designer at Dubai
Guest's picture

Not a groundbreaking campaign, but you people are being ridiculous. The things you're reading into them are absurd. Currency usually depicts a single person. To show a joint account they added the people's significant others. How can you take offense to that? You were probably the kids who threw out your family paper every morning because Family Circus was "manipulative propaganda created to perpetuate the marginalization of the domestic female" or something like that. Take a deep breath and take some things at surface value.

Guest
Guest's picture

ahhhhhh, joint account! now that makes sense!

yeesh... Lincoln's wife though... >P

Guest
jsptrck404's picture

cheers! (couldn't agree more).

jsptrck404
Activity Score 437
Art Director |

| think small |

iloveseneca's picture

The ad is not spectacular but it caught my attention, having two pple in it. Then the "Joint Account". Ahhhh.. All makes sense, interesting & direct!! No one paid much attention to their wives til now. LOL I agree that too much was read into the ad... This ad is most probably for India & perhaps.. yeah perhaps... they will see the humor in the ad, just like me. Cheers! From Asia! :)

iloveseneca
Activity Score 18
Home Sweet Home
Guest's picture

mast wrk wid fun.....

Guest
Guest's picture

muy buena!

Guest
yvancg's picture

Neat.
I understand the ad much more than the comments!

yvancg
Activity Score 222
Creative Director at Bangkok, Thailand |

Yvan C. Goudard | Brand Manager | Froggystyle
LinkedIn: http://www.linkedin.com/in/yvancgoudard | Web: http://www.froggystyle.biz

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