Mumbai: Union Bank of India, one of India‘s most respected and highly trusted PSU banks had a dual challenge at hand ?connecting with the audience of the future, the Indian youth, while maintaining its equity with its current customers.

The UBI challenge required balancing the new age conversation of ‘personal mobility‘? ambition, growth and success while remaining true to UBIs age old strengths ?infallible heritage, and the rock solid, stable support it has provided for generations of Indians for nearly 100 years. It was a challenge that mandated an insight and an idea that not just appealed to both the audiences but also presented a point of view onbankingas well as on life ? an important variable in making brands empathize with consumers in today‘s day and age.

Union Bank and Mudra unearthed a simple yet powerful truth that has its origins in the very duality that shapes modern India in every facet of life - while on the one had Indians embraceindividualistic ambitions on the other they remain steadily anchored in the collectives that help nurture these ambitions. A symbiotic existence of the individual and his family thattogether reap rewards as well as face failures and most importantly, never let go of each other ?a truth culturally coded in us ? from the sacrifice of Ram for his brothers to the dedication of Savitri to her husband to the filial responsibility displayed by Shravan Kumar, we are a culture that believes ‘Behind every individual who shines are a few others who work silently in the shadows‘.

Using this insight, in 2008 Union Bank of India successfully created a brand positioning and campaign ?"Your dreams are not yours alone" ? making an instant connection with both ends of its audience spectrum.3 years later, in an endeavor to refresh the brand idea and continue engaging with the young audiences, Union Bank and Mudra have developed the next leg of the campaign which extends the brand thought and gives it a form that talks to the youth through one of the most powerful forces that connect with the them ? India‘s youth icons. Examining the lives of iconic youth icons from the world of sports, Bollywood and the arts, the campaign rests on poignant and surprising narratives of the achievements of these individuals but also, and arguably more importantly of the people who have stood behind them through thick and thin in their journey to glory and success.

This event, will be held on Wednesday, 19 October 2011 at 7.00 pm at Cinemax, Infinity Mall, Off New Link Road, Versova, Azad Nagar, Andheri (W), Mumbai ? 400 053.

Summing up the campaign, Mr. Kamath, Group CEO and Managing Director, Mudra Group says "Not only does the campaign break the clich?d codes of celebrity usage in advertising, but also seamlessly continues the conversation started by the brand by celebrating the heroes behind our heroes."