Indiabulls Housing Finance has rolled out a campaign through which it is promoting low value home loans at ‘attractive’ interest rates, byacknowledging savings and sacrifices made by the common man. The campaign consists of two TVCs which have been conceptualised by Grey India.
One of the TVCs titled 'Taxi' features two men walking out of their office late at night. One of them asks the protagonist about the new house he was planning to buy. He’s told that it's become too expensive, even in the outskirts. A taxi driver asks Rs 450 to take the shocked protagonist to Malad. As he’s about to board, he sees a bus, and gets into it to save money. While he's in the bus, a band of people wearing Indiabull T-shirts start playing music and garland the man. The voice over explains, “Jo karte hai har wakt bachat ki koshish unhe hum karte hain salaam" (we salute those people who are always thinking of savings). The next frame captures the man and his wife at an Indiabulls office for the house loan. The film ends with the man celebrating at his new house with his family.
A note from the agency said that a second film similarly celebrates the hard work that the common man puts in on a daily basis no matter what, so he can achieve his dream of buying a home.
Gagan Banga, MD and CEO, Indiabulls Housing Finance, said, “Our clear focus is the middle class consumer and we have tailored our product offering to suit his specific needs. Also our service policy at Indiabulls places him at the centre, offering services like doorstep delivery, 48 hours sanction, online account access etc. - it was only natural to us that our communication reflects this.”
Bhavesh Kosambia, senior creative director, Grey Mumbai, said, “It was very clear that Indiabulls Housing Finance wanted to broadbase. The spin that we put on it was to make it a brand that appreciated and acknowledged the hard work of the common man. The TVC takes that very thought a step ahead and applauds his effort. The stories celebrate the hard work and sacrifice of the common man because to us these people are heroes.”
Abhishek Chaturvedi, AVP - planning, Grey, added, "This is a time when the popular culture is embracing the middle class and the world sees them as the reason for India to become the next capital of consumer super power. There’s a role for financial brands to do a reality check, reflect this change and demonstrate re-affirmation in the working class heroes of India."
Sujala Martis VP, Grey, said, “We had a client that bought into a great insight and some refreshing work given the category. Am sure it will resonate with the consumer, when we spoke to them the angst with the category was clear. The questioning nature of the category hurt the common man’s sense of self belief and left him feeling a lack of control.”
Creative team: Malvika Mehra, Amit Akali, Rohit Malkani, Bhavesh Kosambia, Sachin Kamath
VP: Sujala Martis
Account manager: Anand Ashar
Chief strategy officer: Dheeraj Sinha
AVP planning: Abhishek Chaturvedi
SVP - Films: Samir Chadha
Films manager: Mitalee Prabhu
Production House: Code Red
Director (film): Gajraj Rao
Producer: Subrat Ray