Dewan Housing Finance Corporation Limited (DHFL), one of India’s leading housing finance companies in the private sector, has launched its latest TV campaign, an extension of its earlier ‘Ghar jaisa loan’ campaign. Featuring brand ambassador, Shah Rukh Khan, the new campaign comprises TVCs directed by Nitesh Tiwari and created by Sapient Nitro, and will air across leading channels.
Sevantika Bhandari, Senior VP and Head, Marketing at DHFL said, “Housing is a basic human need and home buying is an important life decision. With this new campaign, we are trying to build conviction among our segment to own a home. Shah Rukh Khan, with his universal appeal, connects well with the audience, urging them to take their first step towards home ownership. The theme complements our vision to transform the lives of Indian households by enabling access to home ownership.”
Research has played a key role in coming up with consumer insights which have gone into the making of this ad campaign. Bhandari further said, “We intend to further leverage this campaign through below-the-line activities which include on-ground financial literacy programs to create awareness on home loans."
The campaign message is appealing and connects with the common man, and affirms to him that the right time to buy a home is now, thereby strengthening borrower’s trust and confidence in DHFL. The brand’s first TVC titled ‘Kamal karte ho yaar’, begins with Shah Rukh Khan questioning the viewer for staying in a rented accommodation when he can own a home with affordable housing finance. The second TV commercial, ‘Rent vs. EMI’, builds on the same premise – that it is better to own a home rather than rent an accommodation. The advertisement begins with Shah Rukh Khan underscoring that one would rather pay EMIs for home loan than rent.
KV Sridhar (Pops), former Chief Creative Officer, SapientNitro, said, “The new ad campaign has been brilliantly written, acted and directed to address the dilemma faced by a consumer with regards to identifying the right time to purchase his/her own home. The campaign complements the previous campaigns launched by the company in the last two years. Shah Rukh Khan has contributed immensely in transforming the brand by creating further awareness and making it relatable to the common man who looks to partner or avail a home loan from a company he/she can trust.”
Nitesh Tiwari, who has directed the ad campaign, said, “I have been associated with DHFL since the start of the ‘Ghar jaisa loan’ campaign. DHFL understands the customer and captures the emotional moments in the life of people when they consider buying a house. We conceptualised the campaign in great detail based on deep insights gathered by the brand over the years. Shah Rukh Khan is portrayed as approachable and friendly. Taking this route has worked for the campaign as people can relate to him as a friend and adviser as they take their home buying decision.”
The new ad campaign includes 10 second TV spots featuring in five languages – Hindi, Marathi, Tamil, Telugu and Kannada – in over 40 channels. The campaign will be further leveraged on the Below The Line, digital, press and outdoor media for larger reach and impact amongst the target audience.