DHFL unveils its New Campaign – “Bahana”

September 25, 2015
DHFL, Indias leading housing finance company in the private sector launched its second campaign with brand ambassador Shah Rukh Khan.

The "Bahana" campaign is an extension of our earlier campaign "Ghar Jaisa Loan" to increase awareness and preference for DHFL by establishing credibility and trust.

In the first campaign "Sapna" we had reached out to consumers and seeded the idea of dreaming and owning your own home.

With the "Bahana" campaign we have taken a slightly humorous route and are now reaching out to consumers and communicating that they should not let excuses come in the way of their dream to have a home of their own.

The ad campaign connects with the consumers across varied regions in different accents citing real life examples and recommends that the right time to buy your dream home is now. Therefore, to not avoid or delay the decision of buying a home which is an important decision, thereby strengthening the borrower's trust and confidence in DHFL.

The TVC captures various excuses a consumer gives to postpone or delay the decision to buy a home, which they, in all probability, may end up regretting later.

From expectation of fall in interest rates, to the expected office promotion, to the unavailability of good property, lack of resale value and doubt in one's abilities and potential to get home loan, the customer's reasoning to not buy a home loan is never-ending.

This campaign seeks to reverse this dilemma by highlighting the support DHFL is providing to the lower and middle-income customers for over 3 decades to own a home.

The campaign has been executed in a manner that is simple yet appealing. The campaign has a strong emotional peg and Shahrukh Khan, DHFL's brand ambassador connects very well with the audience across regions.
He comes across like an elder brother who is doling out his advice to you with your interest at heart.

DHFL's customers reside in the outskirts of the metros i.e. Mumbai, Delhi, Bangalore, Hyderabad, Chennai, Pune, Ahmedabad, Chandigarh as well as in tier 2 and tier 3 towns.

The campaign has been strategically promoted in these specific markets to reach out to the target LMI customers in these locations. 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.
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