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Western’s Union with Ra.One

October 21
22:10 2011

ENGLEWOOD, CO: The Western Union Company, a leader in global payments, has launched a global mass-media campaign in association with Indian film superstar Shahrukh Khan’s greatly anticipated movie, Ra.One, which will be released during the Diwali holiday, to honor the millions of Indians working overseas.
Ra.One, directed by Anubhav Sinha, is pioneering special visual and sound effects that are set to transform the Indian film industry. The global mass-media campaign collaboration is the first of its kind between a Bollywood film and a global company.
Western Union’s association recognizes the symbolism behind the movie, anchored to a superhero called, a character who signifies heroic love and commitment to his family in a world of good and evil.
The Western Union mass media campaign has rolled out in India and will continue around the U.S., Canada, Europe, Middle East, Africa and Asia Pacific focusing on key Indian Diaspora countries. It encompasses TV, radio, print and outdoor advertising as well as local activities at Western Union® Agent locations.
The campaign creative will also reflect the company’s new global brand platform “Moving Money for Better”. Its focus is to convey Western Union products and services as solutions to create moments of better for consumers, while sustaining the company’s 160-year history of innovation and helping people improve someone’s day.
“, the hero of Ra.One, calls to mind real life superheroes – fathers and mothers -working hard to make any sacrifice for the welfare and happiness of their children, and in particular the millions of Indian parents who work overseas,” said Nidhi Gupta, senior marketing manager, Western Union.
“Whatever they do in their careers from medical practitioners, engineers, construction workers, software professionals, laborers or service personnel, they are giving the world much more than manpower and intellectual capital,” Gupta said.
Western Union has been providing services in India for more than 17 years through its Agent network and India currently receives money from 190 countries via a network of 80,000 Agent locations across 7,000 towns and cities in India.
“We are pleased for our film to be associated with a global brand like Western Union that connects families across the world and is creating history by launching the first ever global media campaign with a Bollywood film,” said Shahrukh Khan.
“Anyone who works hard for their child is a hero, but it is a special heroic sacrifice to leave home. Fuelled by their love for their families, families working overseas put aside separation from loved ones, being homesick or lonely, or living in distant lands with different cultures, so that they can provide greater opportunity for their loved ones at home. Similarly our film embodies superheroes,” he said.
Commenting on the association during Western Union’s launch event on September 23 in Mumbai, Khan added, “No super-hero is complete without his super powers. To facilitate children’s growth of life, their studies, finding jobs or just bringing up our children, we all are attempting in our small and big ways to be super-heroes to them. We are working hard, and we are trying to make some kind of economic viability in our families. So, what do these super-heroes working across the globe, having families in remote villages, do to send money home faster? Western Union gives them that super-power. I think this is an amazing concept that from wherever you are when your family needs money Western Union makes it possible. It’s a great association with Western Union because we have a super-hero film, and I hope everyone likes it.”
Western Union has more than 80,000 Agent locations in India, delivering international money transfer services with reliability, convenience and speed. Western Union’s Agent network in India is the largest domestic network in Western Union.
According to the World Bank, India is the world’s largest remittance receiving market in the world, with remittances of US$55 billion in 2010. The Ministry of Overseas India Affairs states there are over 25 million people of Indian origin living outside India.
India Post News Service



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