DHFL, a housing finance company, has come up with its new advertising campaign ‘Aisa Desh Ho Mera’ with the purpose of empowering people to own their dream home in India. The campaign is in association with DHFL’s Brand Ambassador, Shah Rukh Khan has been conceptualised by Hyper Collective ad agency and directed by director Nitesh Tiwari.
The campaign includes 30 second TV spots featured in five languages – Hindi, Marathi, Tamil, Telugu and Kannada – in over 50 channels. it will be further leveraged on the digital, press and outdoor media for larger reach and impact amongst the target audience.
Commenting on the same Harshil Mehta, Joint Managing Director and CEO, DHFL said, “We are delighted to roll out this campaign which focuses on building conviction amongst the LMI segment that home ownership can now become an achievable reality. DHFL’s campaign ‘Aisa Desh Ho Mera’ envisions the social upliftment that owning a home can bring to the whole nation, through fulfilling the Housing for All vision being driven by the Government. We have conceptualized the campaign with great details basis in-depth insights gathered from the brand over the years. This is indeed a unique opportunity for DHFL to reinforce its commitment to expanding financial inclusion across the country and reiterate our 33-year old vision of offering affordable housing finance to fulfil the dreams of millions of Indians.”
K V Sridhar, Founder & Chief Creative Officer Hyper Collective said, “The new ad campaign has been brilliantly written, acted and directed to reiterate DHFL’s vision of providing affordable housing finance. The campaign echoes the national sentiment of the need for every Indian to have a roof over their head and living their life to the fullest.” Bollywood director Nitesh Tiwari added, “I have been associated with DHFL from the launch of the Ghar Jaisa Loan Campaign and it continues to be a great journey. This campaign is aimed at a larger, noble cause of enabling home ownership to Indians driving the national mandate of ‘Housing for All’. Shah Rukh Khan has done full justice to his role of an observer of people who are able to finally live blissful moments in their own dream homes, which is made possible through DHFL’s affordable housing finance solutions.”