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Bank Merger: Triple Benefits

The document summarizes the merger of Bank of Baroda, Vijaya Bank, and Dena Bank into a single public sector bank. It discusses the original TV commercial that was produced to announce the merger, but failed to clearly communicate the key message that the three banks were coming together as one entity. To address this, a new TVC was proposed focusing on the benefits of the merger and explicitly stating it created India's 3rd largest bank. The new campaign was deemed more effective at informing customers and satisfying the client's objectives.

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293 views11 pages

Bank Merger: Triple Benefits

The document summarizes the merger of Bank of Baroda, Vijaya Bank, and Dena Bank into a single public sector bank. It discusses the original TV commercial that was produced to announce the merger, but failed to clearly communicate the key message that the three banks were coming together as one entity. To address this, a new TVC was proposed focusing on the benefits of the merger and explicitly stating it created India's 3rd largest bank. The new campaign was deemed more effective at informing customers and satisfying the client's objectives.

Uploaded by

krishishetty
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PPTX, PDF, TXT or read online on Scribd
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The merger of Bank of

Baroda , Vijaya Bank &


Dena Bank
INTRODUCTION
An amalgamation of Bank of
Baroda , Vijaya Bank , Dena Bank
.

•The Indian government on Monday April


1st 2019 announced the amalgamation of
three public sector lenders .
•Amid banking crisis, the government had
proposed to merge the 3 banks with an
aim to make it India’s third largest bank.
•The BOB-Vijaya-Dena merger will be the
first three-way merger in India’s history.

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The ORIGINAL TVC
Published on 31st March 2019 by Bank

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Client Brief
- By Avinash Sahani , Chef Manager ( Marketing) of Bank of Baroda

• Ad Agency – J. Walter Thompson


• Client – Bank of Baroda , Vijaya Bank and Dena Bank
• Main brief given by Bank of Baroda was all three banks coming together to become
one big entity .
• Message to inform the customers at large that from 1st April 2019 all the banks have
amalgamated to be one bank
• To avoid any chaos on day one itself the names or the logos haven't changed yet but
the only change made is ( now Bank of Baroda).
• The initial brief given by the company was entirely different as compared to the
outcome.

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CONTINUED.

• Kids were used as the part of their ad campaign as they represent youthfulness,
joyfulness and energy and would attract all age groups.
• When the kids meet together it signifies how 3 entities , individuals come together
and becomes a larger picture .
• Their core message for the entire campaign will be of 3 big entities coming together
to be bigger and a grander entity.

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WHAT WENT WRONG ?
• This Advertize missed their target Audience.
• The ad is misleading until the end.
• Fails to inform the core message of all 3 banks coming together to become one big
entity.
• Anthem has failed to portray the core message of the amalgamation of banks to
become the 3rd largest bank .
• No kind of appeal used in the TVC ad .
• Failed to inform that all three banks are now one , that is it is now Bank of Baroda.
• Client was not satisfied with the outcome of the ad campaign.

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NEW TVC

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Why would this Campaign work ?

• Focused on the target audience.


• Emphasis on the campaign that is Triple benefit , Triple convenience, Triple trust.
• Through the ad the main message is informed on how the amalgamation of the 3
banks has led to it being the 3 rd largest bank in India.
• Appeal used is intrigue.

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Thank You

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