In big cities like Mumbai, people who rent apartments tend to keep moving every few years, to cope with steep rent hikes. The communication specifically spoke to this audience to offer them the stability of owning their own home through a Union Bank loan.

Idea
Long time customers of Union Bank, who had submitted several ‘change of address’ notifications, were identified in the database and sent mailers that traced the path they had taken from one residence to another.
Addressed in the first place to the customer’s oldest residence, the mailer appeared to have been redirected from one house to the next, all the way to their current home. Inside the original envelope was a message urging them to consider getting their own home.

Results
The activity was carried out in 3 major cities. Over 65% of the customers who received this personalised mailing called up the helpline or visited a branch over the next 6 weeks. In addition, the helpline received 38% more inquiries about home loans during the campaign period.

Client: Union Bank
Product: Union Bank Home Loans
Title: Bouncing Mail
Media: Direct Mail
Country: India
Date: February 2011
Agency: Mudra Communications, India

Creative Team
Chief Creative Officer: Bobby Pawar
Executive Creative Director: KB Vinod
Art Director: Preeti Verma
Copywriter: Karunasgar Sridharan

Other:
Freelancer: Satish Sethumadhavan
Photographer: Nirav Mehta