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SBI Canada. ‘Money to India’ TVC (English).

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.