A doll that’s waiting to dance at a wedding, a sitar that’s pining away that its owner will finally pull some strings and buy a house.
State Bank of India has launched a new multi-media campaign titled ‘#HoSaktaHai’ to reach out to aspiring home owners with innovative solutions to buy the home of their dreams.
Created by Rediffusion, the campaign consists of five films, each showcasing a convenient home loan solution by SBI designed for specific customer segment. Four of the films are currently on air.
Dinesh Menon, Chief Marketing Officer, SBI said, “While home loan is a highly involved product category, most advertising in the category lacks adequate engagement and appeal from a communication perspective. Hence, it was important for us to not only ensure the brand story gets heard but discussed and recalled as well, amidst all the clutter and fragmented media consumption."
He added, "We are delighted at this bunch of films which have a poetic charm to them. We adopted a digital first approach and are happy to see that it has resonated well with the different target audiences that each piece of communication has been designed to address. We are optimistic this campaign will certainly augur well for our home loans business and stir some category conversation.’’
Rahul Jauhari, joint president and CCO, Rediffusion, said: “While the intention was to be different and clutter-breaking, we focused on bringing alive the constraints faced by aspiring home buyers. Very often they don’t take the plunge because they don’t have a loan option that suits their specific challenges. It was refreshing to have the client not just demand, but also back a brave idea to the hilt.”