It takes a lot of toil, sweat and tears to make a house a home. This concept has been brought to life in the campaign for Sahara City Homes. Conceptualised by Percept Picture Company Ltd, the campaign sees some of India’s leading cricketers toiling away to build Sahara’s dream homes.
The TVC broke across channels on December 18, 2009 and is currently running on TV and print, besides being adapted in various internal communication like Bharatparv Card, corporate diary, and so on.
Abhijit Sarkar, Head - Corporate Communications, Sahara India Pariwar, explained, “The main thought behind the film was to use the cricketers and create a metaphor for ‘building of their careers’ with ‘building of Sahara City Homes’. The grit, determination, courage, effort and conviction that go in the making of a cricket star are the same that go in the making of dream homes for every Indian.”
The film opens with cricketers dressed up in overalls as construction men and toiling away with huge machines to build something that no ordinary effort can pull off. We see MS Dhoni, Virender Sehwag, Gautam Gambhir, Sachin Tendulkar, Sourav Ganguly, Harbhajan Singh, Zahir Khan, Yuvraj Singh, and Suresh Raina one by one performing some or the other work at a construction site that brings out their personal characteristic and traits, although in a new arena. As they all toil through the night, they come together at dawn and take a look at what they have managed to create, which is a magnificent lush green township that looks like a new world, a dream world.
“Building a home that is not just an ordinary house, but equipped with all the amenities and facilities that one dreams to have, has been only an aspiration for the nation so far. Bringing that home to the masses with the requisite commitment, resolve and determination is what Sahara City Homes is committed to. That is the basic message behind the TVC,” Sarkar concluded.