State Bank of India has launched a new ad campaign to reach out to the aspiring young home owners and talk about the easy and accessible home loan offerings of the bank.
Conceptualized and executed by DDB Mudra West, the campaign has been created around everyone’s dream to own their home (‘Har kisi ka hota hai ek manzil of sapna’) and to encourage a progressive, emotive and productive conversation between these aspiring young home owners and the bank, while attempting to provide them with solution based easy and accessible home loan options as well.
This multimedia ad campaign targets SBI’s young consumers via digital, television and radio touchpoints.
The long format ad film is set to a lively and catchy song created by the famous Bollywood music duo- Sachin-Jigar. Bollywood singer- Benny Dayal has lend his voice to the lyrics and tune. The song features a montage of people from different parts of the country and different walks of life happily taking selfies/ pictures with their dream home, fulfilling their dream of owning their dream home or ‘Manzil of Sapna’. The song and the ad film further describes the diverse and eclectic needs of the today’s young homeowners and ends with how with the help of SBI home loans everyone can fulfil their dream of owning their ‘Manzil of Sapna’ (dream home).
Rahul Mathew, Creative Head, DDB Mudra West said, “Most of home loan advertising show either stifled dreams or not-so-stifled tears. But the excitement of moving into your own home, and that too the one you always wanted, hasn’t been touched up on as often. In fact, paint companies have captured it a lot better than home loans have. “Manzil of Sapna” is our attempt at portraying that exuberance. Home owners are getting younger, so the communication, while talking to the world of house owners at large, needed to be youthful. And you’ll see a lot of that in how the film is shot, in the situations we’ve captured, in the words of the song and of course the music.”
You can watch the TVC here: