HomeFirst campaign talks of the need for ‘Samman Ka Permanent Address’

The quirky TVC is weaved around Champak, a fictional character

e4m by exchange4media Staff
Updated: Feb 24, 2020 12:26 PM

HomeFirst has come up with a new campaign “Samman Ka Permanent Address”.

The recently launched campaign across print, television, and digital presents a humorous take on home loan rejection in this segment. The quirky journey from dejection to delight keeps you interested for the entire 60s. The campaign presents HomeFirst as a brand that understands and empathises with their consumers all the way.

Rajarshi Mitra, Brand Manager, HomeFirst said: “During our day-to-day interaction with the customers, we have found their urge to be respected in the society as a huge driving force in their pursuit to upgrade their current lifestyle. Ownership of a home kinda takes them to the top of that respect chain (if I can put it that way). Together with Concept Communication, we have used this insight to create a fun TVC and a series of print ads. The story of Champak is a humorous take on his key aspiration of owning a home.”

Rachanah Roy, NCD, Concept Communication, said: “The brief was unique and challenging considering the clutter of home loan communication. The respect and acknowledgment spin was an intentional approach as it is an untouched underlying problem. What started as a jingle came to become a fictitious character.”

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