DHFL, one of India’s leading housing finance companies in the private sector launched its third campaign featuring its brand ambassador, Shah Rukh Khan to increase awareness and reverse the dilemma among the LMI segment in India with regards to the decision to own a home of their own.
The campaign is an extension of our earlier campaigns “Ghar Jaisa Loan” and “Bahana”. The first campaign “Ghar Jaisa Loan” was about dreaming of owning a own home, the 2nd campaign was saying no to excuses and telling the customer that the right time to own your dream home is now, and the current campaign tells us that there is no perfect time; the time is now and when you feel like it, just take that first step and own your own home.
The home loan Dilse campaign tackles a very pertinent question - what’s the right time to buy a home or avail of a home loan? The campaign communicates relatable instances from various stages in people’s lives and affirms that the right time to buy a house is when you dream of a home.
Right from getting married or after you have a child, from the desire to get rid of a nagging land lord to the need for more space to accommodate a growing family, the customer’s needs / reasons for buying a home are never-ending. The campaign messaging is appealing and connects with the real life common man dilemmas and affirms them that the right time is now, thereby strengthening the borrower’s trust and confidence in DHFL.
The ad campaign has been executed in a manner that is simple yet appealing. The association with Shah Rukh Khan has further reinforced our connect with the target segment. Shah Rukh in all DHFL campaigns comes across like a friend, philosopher, advisor and an elder brother talking to customers and urging them to take their first step towards home ownership.
Apart from television, the ad campaign will also be leveraged across various digital platforms that are specifically targeted towards the LMI customer
The TVC will be promoted on You Tube besides news websites and online portals. The campaign will also make use of our social presence which will further help the customer take a positive step towards his dream home.