Mahindra Finance’s #IAmIndia campaign is inspiring people to build a home of their own

The #IAmIndia campaign has been conceptualised in collaboration with The Word Jockey Creative Content Studio

e4m by exchange4media Staff
Updated: Oct 25, 2018 3:26 PM

Mahindra Rural Housing Finance Limited (MRHFL), a subsidiary of Mahindra and Mahindra Financial Services Limited (MMFSL), has been working in the home loan sector to help people, primarily in rural areas, realise the dream of owning a house.

With an aim to encourage more and more people to live a life of dignity and safety by building a home of their own, MRHFL, in collaboration with its digital agency The Word Jockey Creative Content Studio, initiated a social media campaign in 2016. The idea behind the campaign, ‘I Am India-–Huts to Homes’, was to share the real stories of customers across India who were helped by MRHFL and inspire others, the agency said in a statement.

The tonality of the campaign was motivating and aspiring. It put the customer in the spotlight as the heroes of their stories. It inspired people from low-income groups living in unsafe huts to build their own pukka home.  ‘I Am India’ focussed on two aspects:

  • Real ‘hut-to-home’ success stories of MRHFL customers who perseveringly follow their dreams of building a home.
  • Inspiring stories of MRHFL employees who are playing an important role in the transformation.

These stories were shared on social channels under the #IAmIndia campaign. To strengthen the engagement around the campaign, MRHFL recently initiated #ProgressInaPicture, a photo sharing contest where the focus is to capture the progress our nation is making in all fields. The contest is aligned with the campaign themes of progress and transformation and have been executed on Facebook and Twitter.


  • The organic engagement rate for individual #IAmIndia stories ranged between 3% and 5%
  • Along with stories, the initiative generated around 2,000 leads
  • MRHFL now has over 37,000+ followers on social media platforms
  • #ProgressInaPicture  garnered over 600 entries with an engagement rate of 7%

Talking about the campaign, Payal Shah Karwa, Content Director at The Word Jockey Creative Content Studio, says, “As a content agency, we at TWJ believe in the power of storytelling through engaging content.  We are proud that we work with a brand like MRHFL that does not believe in selling, but telling. And this is exactly what makes the 'I Am India' campaign different. We do not talk about interest rates on loans, or new products. Instead, we focus on real stories of real consumers to inspire others. And as an agency, we are glad that we are able to contribute in our own tiny way to help less privileged people build their own homes and live a life of dignity, for a more progressive India. #IAmIndia too!”

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