Union Bank is perhaps at the end of the line of many Indian banks trying to contemprarize their image. While SBI did it successfully, using humour in a way thats not been used in financial advertising before, most others have used the emotional, 'trust' factor.

But its becoming repetitive - while all of them seem slick in execution, and sometimes have an interesting story line (like this one), the overall take out for the consumer is boring, and not memorable. Yes, the father bringing in the taxi at an insanely early hour is touching - but so what?

Does not make me change my point of view about Union Bank. I guess this goes to prove that if you wake up late to an industry trend (in this case contemporarizing image for banks), then the challenge is even more tough - to ensure that you do it in a memorable way!