Mumbai is one of the world's most populous cities and so the people living here face huge problems when it comes to living spaces. The spaces are cramped. In fact, more the 80% of the population lives in 200 square feet homes. We capitalised on this problem and devised a press campaign around the same. 3 10cc ads were made that showcased the blueprint of a house but with so little space that it can only accommodate 1 household item. The campaign contained different household elements like a bed, a couch and a dining table. The ads were placed in the property section so that people interested in buying property and, in turn, home loans were directly targeted. The ad not only presented the reality of the city, but most importantly the plight of the people who live in this city.

The campaign worked at 2 levels. The placement of the advertisement in the property section made sure that we are reaching nearly all our target audience. Hence, it generated greater recall and in turn greater enquiries. Secondly, it made sure that people realise that Union Bank of India understood their world. As a result of these, the enquiries for home loans shot up by 39% in the first week as opposed to last year, preference for Union Bank has gone up by 63% amongst the consumers and all this has been achieved in the first week of the campaign.