Mumbai, Mar 31: Aadhar Housing Finance Ltd. (AHFL) has unveiled their new brand campaign, “GharLelo,” comprising of two films that portray both the emotional and challenging realities of owning a home for the aspirational segments of society in India. The ads are inspired by a familiar cultural phenomenon of constant advice to everyone: ‘ghar lelo,’ which is followed by the actual challenges of taking a home loan.
The campaign reflects a well-acknowledged fact. It explains that while the dream of owning a home is common, the process of availing the same is considered complex and overwhelming, especially for people belonging to the EWS and LIG segments. Through these two distinct ads, with different narratives, Aadhar Housing Finance addresses the obstacles people face while availing a home loan, assuring them that the path to homeownership can be easier.
The first movie follows the journey of a driver overcoming financial obstacles and social pressures using an emotive storytelling approach, ultimately emphasizing the role of Aadhar Housing Finance as a helpful partner in making homeownership attainable.
Bollywood has always been a religion in our country and through our second film, ‘Daga Seth’s challenge’ we attempt the use of this relatability to cinema to convey our message to the audience.
Together, the films reinforce Aadhar Housing Finance’s promise to be a partner rather than a mere financier. With the thought “Aadhar Housing Finance sawaal nahi, saath deta hai,” both the films focus on how the company makes it easy for people to apply for a home loan through its simplified procedures, faster turnaround, and customer-friendly documentation.
Rishi Anand, MD & CEO of Aadhar Housing Finance Ltd., said, “For every Indian, the dream of owning their home starts with an idea or a suggestion, ‘ghar lelo.’ Yet, the process of achieving it is often associated with uncertainty. At Aadhar Housing Finance, however, we are committed to ensuring that it is not an intimidating process. With this campaign, we aim to reassure our customers that they can count on us at every step.”
Noel Mascarenhas, Head of Marketing at Aadhar Housing Finance Ltd., said, “The aspiration to own a home is deeply personal, yet for many the journey is one with financial hurdles and social pressures. Through GharLelo we capture that emotional reality and resilience of individuals who continue to pursue their dream despite these challenges. The approach to the second film is rooted in slapstick Bollywood comedy, the underlying message in ‘Daga Seth’s challenge’ is the near impossible challenges that our home buyers face when it comes to owning a home, the biggest one behind the inability to get a loan. But armed with the right home loan partner, every challenge seems smaller.”
The campaign will be rolled out through digital platforms, including YouTube and social media, and will be complemented by other multimedia options to reach out to people in urban, semi-urban, and rural areas.
