Turning loans into homes.
Challenge
DHFL Home Loans was a colossal NBFC dealing with lending in housing sector. The USP of the brand was that it gave loans to those who weren’t getting loans from Banks and needed ease of repayment. They needed a messaging platform which would bring reassurance against the fatigue and disappointment they’d gotten from banking institutions.
Insight
There is no tomorrow when it comes to chasing your dreams.
Idea
We realised that buying or building a house should feel less like a challenge and more like the very home they wanted to build. Thus, “Ghar Jaisa Loan” (Loan, Like Home) was born and we chose the perfect ambassador to spread the message. Shahrukh Khan, the quintessential symbol of chasing dreams and making it big, became the face and the voice of the wise older brother nudging the audience to go for their dream home.
Execution
Over a course of 4 years, we created multiple films, print, and outdoor campaigns to disseminate the message across India’s Tier 2 and Tier 3 towns highlighting the values and emotions of Indian Household.
Brand
DHFL Home Loans
Campaign
Ghar Jaisa Loan
(Loan Like Home)
Agency
Sapient Nitro
Role
Creative Supervisor & Writer