The Merger of Bank of Baroda , Vijaya Bank &

Dena Bank

BHAVIKA AHUJA – 71

MEENAKSHI GOLCHA – 88

HARSHITA KHEMANI – 100

NETRA SADHALE – 118

KRISHI SHETTY – 129

INTRODUCTION

• The amalgamation of three public sector banks -- Bank of Baroda,

Dena Bank and Vijaya Bank happened on Monday April 1st 2019
.The announcement was made after a meeting of the ‘alternative
mechanism’ set up last year to consider consolidation in the
banking sector.

• The finance ministry said in a release that the envisaged

amalgamation will be first ever three-way consolidation of banks
in India .

• The BOB-Vijaya-Dena merger will be the first three-way merger in

India’s history.

• Amid banking crisis, in September last year, the government had

proposed to merge the 3 banks as one entity with an aim to make
it India’s third largest bank.

Client Brief
By Avinash Sahani , Chief 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 and how because of the merger the
efficiency would enhance.

The kids were chosen as the brand ambassadors as they represent

youthfulness and energy.

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).

Their core message for the entire campaign will be of 3 big entities
coming together to be bigger and a grand entity.

The ORIGINAL TVC

Published on 31st March 2019 by Bank
 WHAT WENT WRONG?
 This Advertisement failed to show their target Audience.
 The ad fails to portray the merger effectively.
 There is no information given in the whole Ad about the merger
neither it has portrayed the advantages of this merger.
 Even the anthem has failed to portray the core message of the
amalgamation of the 3 banks to become one of the India’s 3rd
largest banks.

NEW TVC
Why our ad works?
 Focuses on the target audience.
 Emphasis on their campaign of ‘Power of 3’ that how when all
three banks come together it has led to better and increased
efficiency.
 Highlighted the three major advantages of the merger that is
Triple Benefit, Triple Trust, and Triple Convenience.
 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.

BILLBOARD AD
PRINT AD