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How Mudra Max contributed to Union Bank of India for launching five new services

The Union Finance Minister, Pranab Mukherjee and Shashi Kant Sharma, the Secretary, Department of Financial Services launched five union inclusions services for the Union Bank of India at the NCPA (Mumbai) on 21 May, 2011. The launch event created and executed by Mudra Max epitomized the spirit of novel initiatives that UBI intended to launch.

Since technology is a key constituent of UBI's DNA, Mudra designed an event that was technologically edgy. With only ten days in hand from the brief to execution, Mudra Max created a memorable one hour experience which successfully bundled the launches in a unifying theme despite being distinct in nature (comic books to bio-metric cards to mobile van banking to solar powering of Union Adarsh Gram to financial inclusion branches).

To demonstrate the uniqueness of each of the five initiatives, they were thematically unveiled on the stage. To illustrate, the FM impressed his fingerprint on a touch screen to launch the bio-metric cards. The mid-air suspended lamps actually got lit on the drop of a Re. 1 coin by the FM in an earthen pot. Similarly, the FM steered a dummy steering wheel to symbolically launch the Mobile Van Banking.

These acts were synchronized with flash based animated films (custom-made for the event) that were projected on a 30 feet wide watch-out screen in the centre of the stage backdrop. The high point of event was the 3D sequence showing the grand opening of a safety vault which contained a branded animated cube that embraced all the animated films. The invited media as well as an audience of over 1200 was enthralled to witness the five launches.

Rahul Karwa, Head West, Celsius said, "There are no retakes for the acts performed in such events and relentless rehearsals and detailing are the only saviors. And that's what makes events such a special as well as a challenging part of marketing communication. The magnitude of this event and the fact that it had to be turned around in a period of just 10 days (conceptualization to execution made it a daunting task! This was the fifth event that Mudra Max has executed for UBI in the last couple of years and we are happy that with this event we managed to live up to the ever increasing expectations of our prestigious client."

Sony Parikh, Group Account Director, Celsius, "Someone has rightly said "You Are as Good as Your Last Event". Mudra Max represented world class creativity and organizational skills in putting up this grand show for Union Bank of India. It's interesting to see the clients desire to create something unique and worthwhile, and help us set higher benchmarks of creativity and achievements for us."

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