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.