JWT India ticks the emotions in Indiabulls Home Loans latest campaign
Indiabulls Home Loans has just launched a highly emotional brand campaign "Sheher Mein Apna Ghar Ho Toh" that directly connects with the migrant population in the city. The core thought has been conceived and executed by J. Walter Thompson Mumbai, with a TVC directed by Shimit Amin of Chak De India fame.
The Indiabulls Home Loans advertisement has been derived from a unique insight that a city starts to feel like your own after you have bought your own home in it.
Newcomers in a city, people who live in rented houses and even those moving to a new part of the city, will identify with the relatable situations shown in the film. Indiabulls Home Loans is the country’s second largest housing finance company and is dedicated to make the home buying experience convenient and easy for everyone.
Commenting on the campaign, Mr. Rahat Ahmed, Head Marketing & Communications, Indiabulls Home Loans said; “The modern Indian is an ambitious person, be it moving out of their parents’ house to build a life on their own or move to another city to pursue bigger and better things. In this pursuit, they often find themselves alienated and bereft of the feeling of home because, they are renting out places where they are faced with restrictions, constant moving and growing accustomed to newer faces. We believe that for any person without a home in the city that they have adopted, one of the biggest aspirations is to own one. It brings a keen sense of belonging that seldom other achievements in life bring. Our brand film aims to strike a chord with this new age Indian and bring to them a convenient and superior home loan experience.”
“This new ad campaign depicts the joy and achievement that each person has or will experience when they buy their own home. At Indiabulls Home Loans, our foremost endeavor is to continually evolve our offerings to provide a convenient home loan experience to our customers.” added Mr. Sachin Chaudhary, Executive Director, Indiabulls Home Loans.
The TVC has a memorable song with lyrics by Javed Akhtar, music by Shankar Mahadevan and has been sung by Arijit Singh. This talented trio has taken the music of the film to a level not usually seen in advertising films. Within one day of release, the TVC became one of the top three trending videos on YouTube and has already garnered over 1.8 million views.
Speaking about the TVC, Nandita Chalam, Senior VP & Executive Creative Director, JWT Mumbai said; “Home loan advertising is full of clichés about making the house of your dreams a reality. For a young, dynamic home loan company like Indiabulls Home Loans, we wanted to move away from these clichés. We built our campaign around a fresh thought, not seen in the category so far. Buying your own home in a city can change your entire outlook towards the city. Suddenly, streets which felt alien earlier start feeling familiar, people who were just faces earlier start becoming friends, and indeed slowly the entire city starts feeling like your own. And the starting point is the fact that you bought a home here. Our entire campaign is built around this emotional thought. ”
“It’s the feeling which one goes through when one purchases a home for oneself. You begin to call the area, the suburb and the city your own. We have tried to capture that feeling of contentment and pride through this piece of communication.” added Samarth Shrivastava, Senior VP & Executive Business Director, JWT Mumbai.
Campaign Link: https://www.youtube.com/watch?v=Hr3i5v9wspI
CCO: Senthil Kumar
Managing Partner: Rajesh Gangwani
NCD: Tista Sen
Creative Team: Nandita Chalam, Vijay Solanki, Ritu Mago, Prathamesh Bhosale, Karan Shrikent.
Account Management: Samarth Shrivastava, Giridhar Bhat, Geetanjali Sharma, Paritosh Daryani
Films Team: Firdaus Bohari