 "<b>Campaign Logic:</b> Make your head and heart work together")
Brand: DHFL
Budget: Rs 25-30 crore
Agency: SapientNitro
It is a category where decisions should be taken after weighing the pros and cons - that is, with the head firmly on the shoulders. In plain terms, emotions have little to do with the decision to buy a house. This is precisely why the new campaign of Dewan Housing Finance Corporation Ltd (DHFL) is so interesting - it seeks to change the paradigm of home loan advertising by introducing "concerns of the heart" into what is otherwise a hard core logic-based decision.
So in the "Home Loan Dilse" campaign, DHFL can be seen assuring home seekers that the right time to buy a house is when your heart says so. This is DHFL's third campaign featuring brand ambassador Shah Rukh Khan.
In the TV commercial the actor wonders aloud "Yeh home loan aakhir kab lena chahiye?" (What's the right time to take a home loan?) He is seen mulling over various scenarios when people start thinking of investing in a home. For some the decision is inspired by their desire to get rid of a cantankerous landlord, for a young man the dream of owning a house begins when he gets married and then by the need for more space with the arrival of the first child and so on.
"The 'Home Loan Dilse' campaign is a visual translation of an average Indian's desire to own a dream house," says Sevantika Bhandari, senior VP and head of marketing, DHFL. The key message is, go for that house when you really want to and that's the time to opt for a loan also.
This is an extension of DHFL's earlier campaigns - namely, "Ghar Jaisa Loan" and "Bahana". Bhandari says the first campaign was more about creating an opportunity, planting the thought of buying a home in the consumer's mind. The second urged prospective buyers to not delay their purchase decision.
"The key insight driving the campaign is that there is no right time to buy a home," says KV Sridhar, chief creative officer, SapientNitro, the agency which has conceptualised the campaign. "Often we hear that the right time to go for a home is when one is settled. But the question is, are you settled once you get a job, or marry and have a kid?"
Sridhar claims the campaign is interesting in that it is not used as a sales pitch for the brand nor is the ambassador the star. The ad is aimed to nudge the buyer and it uses the star in the avatar of a simple guy who's worked his way up.
According to an ICRA report, the housing finance market stood at over Rs 10-lakh-crore as of the year ended 2015. The market continues to be dominated by HDFC, Indiabulls Housing Finance, LIC Housing Finance, GRUH Finance, and DHFL - they account for 60 per cent of the total housing credit in India. In terms of product offerings and ticket size of loans, DHFL is on a par with HFDC and ICICI, claims Bhandari. DHFL's core target continues to be the first-time home buyer in Tier-II and Tier-III towns. With the government's push towards affordable housing, Bhandari is hopeful of attracting more potential home loan buyers.
Budget: Rs 25-30 crore
Agency: SapientNitro
It is a category where decisions should be taken after weighing the pros and cons - that is, with the head firmly on the shoulders. In plain terms, emotions have little to do with the decision to buy a house. This is precisely why the new campaign of Dewan Housing Finance Corporation Ltd (DHFL) is so interesting - it seeks to change the paradigm of home loan advertising by introducing "concerns of the heart" into what is otherwise a hard core logic-based decision.
So in the "Home Loan Dilse" campaign, DHFL can be seen assuring home seekers that the right time to buy a house is when your heart says so. This is DHFL's third campaign featuring brand ambassador Shah Rukh Khan.
In the TV commercial the actor wonders aloud "Yeh home loan aakhir kab lena chahiye?" (What's the right time to take a home loan?) He is seen mulling over various scenarios when people start thinking of investing in a home. For some the decision is inspired by their desire to get rid of a cantankerous landlord, for a young man the dream of owning a house begins when he gets married and then by the need for more space with the arrival of the first child and so on.
"The 'Home Loan Dilse' campaign is a visual translation of an average Indian's desire to own a dream house," says Sevantika Bhandari, senior VP and head of marketing, DHFL. The key message is, go for that house when you really want to and that's the time to opt for a loan also.
This is an extension of DHFL's earlier campaigns - namely, "Ghar Jaisa Loan" and "Bahana". Bhandari says the first campaign was more about creating an opportunity, planting the thought of buying a home in the consumer's mind. The second urged prospective buyers to not delay their purchase decision.
"The key insight driving the campaign is that there is no right time to buy a home," says KV Sridhar, chief creative officer, SapientNitro, the agency which has conceptualised the campaign. "Often we hear that the right time to go for a home is when one is settled. But the question is, are you settled once you get a job, or marry and have a kid?"
Sridhar claims the campaign is interesting in that it is not used as a sales pitch for the brand nor is the ambassador the star. The ad is aimed to nudge the buyer and it uses the star in the avatar of a simple guy who's worked his way up.
According to an ICRA report, the housing finance market stood at over Rs 10-lakh-crore as of the year ended 2015. The market continues to be dominated by HDFC, Indiabulls Housing Finance, LIC Housing Finance, GRUH Finance, and DHFL - they account for 60 per cent of the total housing credit in India. In terms of product offerings and ticket size of loans, DHFL is on a par with HFDC and ICICI, claims Bhandari. DHFL's core target continues to be the first-time home buyer in Tier-II and Tier-III towns. With the government's push towards affordable housing, Bhandari is hopeful of attracting more potential home loan buyers.