Brand: State Bank of India (Canada)
Market: South Asians (specifically Indians) in Canada
Product: ’New’ Send money to India.
Duration: 30 seconds.
Objective: ‘Re-introduce’ SBIC as the ‘new’ financial services brand for Indians in Canada.
Challenge: ‘Position’ SBIC and its money-transfer service from Canada to India against much better established brands. Solution: Lower transfer fees.