The simple proposition that we change for the ones we love, works in parts for the Canara Bank re-branding exercise. Many traditional banks have gone through this exercise in recent times. Some like SBI did it successfully with humour; UTI had a strong visual appeal (though it didn’t register much!).

The television ad works brilliantly – steers clear from the cliché ma-in-law, daughter-in-law digs; the prospective south Indian ma-in-law is perfect for the role. Its warm, well executed and communicates the need for change convincingly.

I wish they had taken off from the TV commercial for the outdoor and print. The visuals in the outdoor and print, do not do justice to the core idea of changing for the ones you love. One can interpret the visuals and make sense of it - but not easily and quickly enough.

If outdoor and print were to be used extensively, then the campaign should have had a strong and simple print-led concept. Alternately the print campaign should have followed the television commercial and just been a visual adapt of it, to serve as a reminder.

Full marks for the thought, and the television execution.