Aditya Birla Housing Finance has launched an initiative 'True Worth'. It seeks to help buyers determine their loan eligibility not based on income alone but multiple factors. Communicating this is a campaign conceptualised by Taproot Dentsu.
Celebrations are on at the opening of a factory, the first of the business owner. On the long drive back, he tells his proud parents that it was good that they could make it all the way from Meerut. When they reach home, it is past sunset. The entrepreneur's mother struggles to climb up the flights of stairs. The house is cramped for space and ambient noise from the street is audible. She tells him that now that he is successful in business (Lakshmi aa gayi hai), he must look for a new house too. Seeing his son's pensive expression, his father tries to lighten the mood with a joke. A voice over asks, "Is your house good enough for you?" before the business owner logs on to the 'True Worth' platform .
Ajay Kakar, chief marketing officer – financial services, Aditya Birla Group, said, "Our research gave us the insight that a home loan customer in India rues the fact that he is not considered worthy of a home loan amount on the basis of what he is truly worthy of. While their current and past reality is considered, their future potential is not given any weightage. This not only led to the creation of our communications campaign, but first gave birth to Aditya Birla Housing Finance launching www.trueworth.co.in. A tool that helps you realise your true worth. And empowers us to give you a loan that does reflect your true worth."
Agnello Dias, chief creative officer, Taproot Dentsu India, said, “This was a lovely insight that captured how our drive for success leads us to neglect some of the most important stages of our life. So caught up are we in our ambition that we tend to forget the reasons why we had that ambition in the first place. A warm, comfortable home for us and our loved ones, for instance. This is a simple, powerful film that captures exactly that.”
Pallavi Chakravarti, senior creative director, Taproot India, added, "Home loans. EMIs. Interest rates. These words make India's middle class population uneasy, and with good reason. People want the home of their dreams, but end up with a house they can just about afford. Because we rarely get the loan amount we are truly worth. With the introduction of www.trueworth.co.in, Aditya Birla Finance Home Loans aims to change this scenario. And the launch campaign leaves people with a thought-provoking question: Is your home worthy of you?"
Client: Aditya Birla Financial Services
Agency: Taproot Dentsu India
Chief creative officers: Agnello Dias, Santosh Padhi
Chief executive officer: Umesh Shrikhande
Sr creative director: Pallavi Chakravarti
Copy group head: Neeraj Kanitkar
General manager: Ayesha Ghosh
Head of strategic planning: Ninad Umargekar
Planning director: Dipika Saggi
Account director: Priyank Misra
Account manager: Ambalika Sen
Production house: Oink Films
Director: Shirsha Guha Thakurta
Producers: Gautam Vaze, Naved Punjabi
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