Indiabulls Housing Finance has launched a new advertising campaign which salutes the spirit of the middle class who forms the major segment of their home loan customers.
As a category, home loans suffer from lack of differentiation. Product innovations are easily replicable. Established communication norms have further pushed brands into a space of parity. Speaking the language of dreams, pride and the independence of home ownership in an emotional tone, while focussing on rate cuts, lower EMIs, quick processing, etc., as rational benefits have made brands seem equal to the consumer.
Seeking to break the clutter, Grey found inspiration in the consumer’s emotional journey during the process of seeking and obtaining a home loan approval. Conceptualised by Grey Mumbai, the campaign depicts the consumer’s emotional journey during the process of seeking and obtaining a home loan approval. Getting a home loan sanctioned is no mean feat. From doubt in one’s abilities and potential, to the generated need for self-assessment, to the questioning of self-worth, the middle-class applicant is never at ease.
This campaign seeks to reverse this contradiction by acknowledging and celebrating the arrival of the persevering middle-class individual and their many sacrifices.
Commenting on the campaign, Gagan Banga, MD & CEO, Indiabulls Housing Finance said, “Our clear focus is the middle class consumer and we have tailored our product offering to suit his specific needs. Also, our service policy at Indiabulls places him at the centre, offering services like doorstep delivery, 48 hours sanction, online account access, etc. – it was only natural to us that our communication reflects this.”
Bhavesh Kosambia, Senior Creative Director, Grey Mumbai added here, “It was very clear that Indiabulls Housing Finance wanted to broadbase. The spin that we put on it was to make it a brand that appreciated and acknowledged the hard work of the common man. The TVC takes that very thought a step ahead and applauds his effort.”
“At a time when the popular culture is embracing the middle-class and the world sees them as the reason for India to become the next capital of consumer super power. There’s a role for financial brands to do a reality check, reflect this change and demonstrate re-affirmation in the working class heroes of India,” said Abhishek Chaturvedi, AVP Planning, Grey.
Commenting on the campaign, Sujala Martis, VP, Grey said, “We had a client that bought into a great insight and some refreshing work, given the category. I am sure it will resonate with the consumer; when we spoke to them, the angst with the category was clear. The questioning nature of the category hurt the common man’s sense of self belief and left him feeling a lack of control. This campaign adds a welcoming stance to the brand’s positioning, ‘Ab Ghar aa jao’. It endorses the common man’s faith in what he does to make his dreams come true.”
Creative team: Malvika Mehra, Amit Akali, Rohit Malkani, Bhavesh Kosambia, Sachin Kamath
VP: Sujala Martis
Account Manager: Anand Ashar
Chief Strategy Officer: Dheeraj Sinha
AVP Planning: Abhishek Chaturvedi
Senior Vice President – Films: Samir Chadha
Films Manager: Mitalee Prabhu
Production House: Code Red
Director: Gajraj Rao
Producer: Subrat Ray