Aadhar Housing Finance launches a new brand campaign #gharbanegatohdeshbanega

The digital campaign is crafted on the insight that prosperity of a nation depends on the prosperity of its people thereby advocating home ownership for every Indian

e4m by exchange4media Staff
Updated: Aug 20, 2018 3:47 PM

Aadhar Housing Finance has launched their latest brand campaign, #gharbanegatohdeshbanega that advocates their vision of enabling home ownership for every Indian across the nation.

The digital campaign, crafted on the insight that the prosperity of a nation depends on the prosperity of its people, showcased a brand film to drive awareness about the importance of owning a home.

The film is a musical that captures the joy of different families owning a home. It conveys that a house offers comfort and security. It portrays the sentimental value derived from being under one’s own roof. The lyrics of the song represent Aadhar’s focus to enable home ownership for all to create an equitable society and a better world.

The campaign is directed towards the Indian dream of being a proud home-owner. In the Indian culture, owning a house is one of the significant indicators of financial wellbeing, prosperity and economic security. For this purpose, Aadhar envisages housing for all through accessible financial inclusion across India. Hence, the campaign is aptly titled as “Ghar Banega, Toh Desh Banega.”

Deo Shankar Tripathi, MD & CEO of Aadhar Housing Finance says, “At the core of Aadhar Housing Finance is the mission to empower people who have always dreamt of owning a house but don’t have the sufficient means to achieve it. If you’re helping individuals build a house of their own, you’re building their lives but when you help millions to build homes, you’re helping build the nation and that is something Aadhar wanted to communicate as a brand that is driving transformation across India.”

In addition to the digital ad film, the campaign is being rolled out across media channels including social media, print and outdoor in the cities of Mumbai, Delhi, Noida, Gurgaon, Ahmedabad, Surat, Chennai and Hyderabad. The campaign is being primarily manifested through multi-lingual film in Hindi, Tamil and Telegu.

Aadhar Housing Finance Limited (Aadhar), erstwhile DHFL Vysya Housing Finance Ltd, is a subsidiary of Wadhawan Global Capital (WGC), is one of the affordable housing finance companies in India servicing the home financing needs of the low-income segment of the society.

Film Title: #Buildahomebuildthenation
Production House: Dora Digs
Director: Akshay Shah
Creative Agency: Hypercollective – Sidharth Mehta & Amit Thakur lead by KV Sridhar ‘Pops’

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