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Aditya Birla Housing Finance launches new campaign, promises to provide home loan to 'True Worth'

16-April-2016
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Aditya Birla Housing Finance launches new campaign, promises to provide home loan to 'True Worth'

Aditya Birla Housing Finance Limited (ABHFL) presents their latest film - Home Loans, which highlights that through www.trueworth.co.in, ABHFL intends to bring about a change and create a differentiated offering as they provide Home Loans by considering the True Worth of a person and not restrict it to ones earning potential.

This provides a platform for buyers to find out the right home loan for their needs, so that they can buy a house that they are worthy of.

Ajay Kakar, Chief Marketing Officer – Financial Services, Aditya Birla Group, said, "Our research gave us the insight that a home loan customer in India rues the fact that he is not considered worthy of a home loan amount on the basis of what he is truly worthy of. While their current and past reality is considered, their future potential is not given any weightage. This not only led to the creation of our communications campaign, but first gave birth to Aditya Birla Housing Finance launching www.trueworth.co.in. A tool that helps you realise your true worth. And empowers us to give you a loan that does reflect your true worth."

 Agnello Dias, Chief Creative Officer, Taproot Dentsu India said, “This was a lovely insight that captured how our drive for success leads us to neglect some of the most important stages of our life. So caught up are we in our ambition that we tend to forget the reasons why we had that ambition in the first place. A warm, comfortable home for us and our loved ones, for instance. This is a simple, powerful film that captures exactly that.”

PallaviChakravarti, Senior Creative Director, Taproot India said, "Home Loans. EMIs. Interest Rates. These words make India's middle class population uneasy, and with good reason. People want the home of their dreams, but end up with a house they can just about afford. Because we rarely get the loan amount we are truly worth. With the introduction ofwww.trueworth.co.in, Aditya Birla Finance Home Loans aims to change this scenario. And the launch campaign leaves people with a thought-provoking question: Is your home worthy of you?"

You can watch the ad campaign here:

Campaign Credits:

·         Agency: Taproot Dentsu India

·         Chief Creative Officers: Agnello Dias, Santosh Padhi

·         Chief Executive Officer: UmeshShrikhande

·         Sr Creative Director: PallaviChakravarti

·         Copy Group Head: NeerajKanitkar

·         General Manager: Ayesha Ghosh

·         Head Of Strategic Planning: NinadUmargekar

·         Planning Director: DipikaSaggi

·         Account Director: PriyankMisra

·         Account Manager: Ambalika Sen

·         Production house: Oink Films

·         Director: ShirshaGuhaThakurta

·         Producers: GautamVaze, Naved Punjabi

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