SBI's 'birthday gift' home loan for women

The latest campaign has been conceptualised by RK Swamy BBDO with the underlying thought that it is a woman who gives true meaning to a house and makes it a home

BestMediaInfo Bureau | Mumbai | February 19, 2014

Click on the image to watch the TVC.

State Bank of India understands the significance of owning a home and the importance it plays in one's life. In a new television commercial, conceptualised by RK Swamy BBDO, the emotional gratification of owning one's 'own' home has been brought out in a manner that is simple yet endearing.

The call to action is compelled by reduced interest rates, lower EMIs and longer tenure from India's largest home loan provider - SBI. The TVC tries to capture this emotion, wherein the husband gifts a house to his wife on her birthday while the son gifts a self-illustrated painting of the family with their 'own' home.

At the heart of the TVC storyline is the thought that it is a woman who gives true meaning to a house and makes it a home. And SBI believes that a home can never feel like one until it has a female touch. SBI Special Home Loan scheme for women is a way of gratifying the female strength of mind. SBI Home Loans for women can be availed at lower rate of interests. Women can reduce their interest burden and optimise surplus funds with the special home loan scheme specifically designed for them.

Mukesh Anand, Creative Director, RK Swamy BBDO, said, “The creative idea is based on the insight that people, especially women, yearn to live in their own home once they get married and have children as they want to put down roots and experience a feeling of belonging and permanence. This simple, straight-from-the-heart film strives to address the same yearning by highlighting affordable, friendly home loan solutions from SBI, empowering every woman to say 'Hamara Ghar'.”

The TVC:

https://img-cdn.thepublive.com/filters:format(webp)/

Credits:

Campaign Title: SBI Home Loan “Birthday Gift”

Creative Agency: RK Swamy BBDO

Agency Heads: Sangeetha N - President (West) & ECD; Shailen Sohoni - COO, Mumbai

Creative Director: Mukesh Anand

Copywriter: Mukesh Anand, Vikrant Dange

Art Director: Tapas Pal, Sagar Shriyan

Illustrator: Chandrakant Dhuri

Agency Film Dept: Manoj Nair, Laxman Singh

Client Servicing: Atul Dube, Lennon Andrades

Director: Muni Agarwal

Production House: Anonymous Films

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