DHFL has launched an integrated marketing campaign ‘Ghar Jaisa Loan’ featuring Shah Rukh Khan. This will be DHFL’s largest ad campaign, since inception in 1984, and is aimed to reinforce the Founder’s Vision of the Company of enabling every Indian to own a home of his own.
The ‘Ghar Jaisa Loan’ campaign centers around how DHFL has been encouraging the lower and middle income segment in India to dream of owning a home. It further describes how the company has been helping customers realise their dream of home ownership through product innovation and deferential service.
Kapil Wadhawan, Chairman and Managing Director, DHFL said, “DHFL has been fuelling the dreams of thousands of Indians of owning a home of their own. Through our new campaign ‘Ghar Jaisa Loan’ with Shah Rukh Khan we envisage reaching out to a wider audience and leveraging our consumer connect.”
Shah Rukh Khan said, “I am happy to be associated with DHFL and I personally believe that DHFL's mission of enabling home ownership for every Indian is as relevant today, as it was 30 years ago when the company began operations. I especially connect with the tag line ‘Ghar Jaisa Loan’, which voices every man’s innermost desire for stability and protection.”
KV Sridhar (Pops), Chief Creative Officer, SapientNitro, India gives a ‘through the lens’ insight of the campaign saying, “What’s important is to own a home, it doesn’t matter if it’s big or small. Purchasing a house is an emotional event in everyone’s life and we often tend to delay it to the day we can afford that dream home. Through this campaign we are trying to communicate that it’s better to realize smaller dreams on the way to the ultimate one.”
DHFL’s ‘Ghar Jaisa Loan’ campaign includes 35-second TV spots featuring in six languages – Hindi, Marathi, Gujarati, Tamil, Telugu and Kannada - in more than 36 channels. The campaign will be further leveraged in the digital, press and outdoor media.
Check out the DHFL Ghar Jaisa Loan ad on: