Challenge
How do we attract investors without addressing them directly? This was the challenge posed to us by Aadhar Housing Finance - a rural housing finance company. Aadhar was fairly unknown in the market and the task was to make it famous enough to get noticed by VCs with deep pockets.
Insight
This was the time when incumbent government of India was pushing for Make in India initiative for nation-building. We discovered a deeper truth: Collective progress is achieved by individual progress.
Idea
“Ghar Banega Toh Desh Banega” (When Home Is Built, Nation Is Built) became a directive statement that sharpened the focus on building homes to achieve nation building.
Execution
The campaign was distributed through Print, Outdoor, and Digital Films and achieved the projected targets within two weeks of its run time making it one of the most successful case studies at the agency.
Brand
Aadhar Housing Finance
Campaign
Ghar Banega Toh Desh Banega
(When Home Is Built, Nation
Is Built)
Agency
HyperCollective
Role
Creative Director & Writer