MUMBAI: With an aim to reinforce the founder’s vision of the company of enabling every Indian to own a home of his own, private housing finance company - DHFL is leaving no stone unturned to make this true.
The company has launched an integrated marketing campaign 'Ghar Jaisa Loan' featuring Shah Rukh Khan. This will be DHFL's largest ad campaign, since its inception in 1984.
The campaign centers around how DHFL has been encouraging the lower and middle income segment in India to dream of owning a home. It further describes how the company has been helping customers realise their dream of home ownership through product innovation and deferential service.
DHFL chairman and managing director Kapil Wadhawan said, “DHFL has been fuelling the dreams of thousands of Indians of owning a home of their own. Through our new campaign 'Ghar Jaisa Loan' with Shah Rukh Khan we envisage reaching out to a wider audience and leveraging our consumer connect.”
The film shows Khan talking to people about how it's important to dream, not necessarily big. He says if flying high is not realistic, it's okay to be grounded. If owning a big house is difficult it's okay to dream of a smaller one. But it's important to dream of owning a home, because whether it's a palace or a nest, one's own home is one's own.
The commercial ends with Khan looking into the camera and telling people that for the past 30 years DHFL has given a home to lakhs of dreams. He signs off saying, ‘DHFL home loans. Ghar jaisa loan.’
Khan said, “I am happy to be associated with DHFL and I personally believe that DHFL's mission of enabling home ownership for every Indian is as relevant today, as it was 30 years ago when the company began operations. I especially connect with the tag line 'Ghar Jaisa Loan', which voices every man's innermost desire for stability and protection.”
Giving his views about the campaign, SapientNitro, India chief creative officer KV Sridhar said, “What's important is to own a home, it doesn't matter if it's big or small. Purchasing a house is an emotional event in everyone's life and we often tend to delay it to the day we can afford that dream home. Through this campaign we are trying to communicate that it's better to realize smaller dreams on the way to the ultimate one.”
The campaign includes 35-second TV spots featuring in six languages - Hindi, Marathi, Gujarati, Tamil, Telugu and Kannada - in more than 36 channels. It will be further leveraged in the digital, press and outdoor media.
