Indiabulls Housing celebrates the spirit of the hardworking middle class

The campaign, conceptualised by Grey Mumbai, focusses on the true spirit of middle-class consumers and the small sacrifices they make daily to buy a home

BestMediaInfoBureau | Mumbai | June 11, 2014

Click on the image to watch the TVC.

Indiabulls Housing Finance (IBHL) has rolled out a new television campaign to target the core segment of their home loan customers – middle class Indians. Grey Mumbai has conceptualised the TVC which salutes the true spirit of middle-class consumers and values the small sacrifices which they make in their daily lives.

From doubt in one's abilities and potential, to the generated need for self-assessment, to the questioning of self-worth, the middle-class applicant is never at ease. The biggest dream of this segment is to own a home and IBHL helps each individual to achieve their goal by offering competitive rates and speedy approval for small-ticket retail loans on budget properties. With an extended tenure of up to 30 years, IBHL aims at enabling him/her to manage the EMIs, and also offers flexible repayment options.

As a category home loans suffers from a lack of differentiation. Product innovations are easily replicable. Established communication norms have further pushed brands into a space of parity. The mandate to the agency was to break the clutter and connect with the consumer through real life examples. The campaign conceptualised by Grey Mumbai depicts the consumer's emotional journey during the process of seeking and obtaining a home loan approval.

The TVC tries to capture the consumer's emotional journey during the process of seeking and obtaining a home loan approval. It tries to break the usual clutter by acknowledging and celebrating the arrival of the persevering middle-class individual and their many sacrifices. It endorses the common man's faith in what he does to make his dreams come true.

The ad opens with the scene of a man and his colleague leaving work after a long day. The colleague asks him about his home-buying plans, soon after which they part ways for the night, and the man is waiting at the bus-stop to catch a bus home. Seeing no signs of a bus, he approaches a nearby taxi for a ride; the driver informs it will cost him Rs 450. The man reluctantly agrees as he doesn't want to part with that big a sum.

Just at that point, he sees a bus approaching and hops on. As he settles down for the long ride, suddenly people clad in Indiabulls t-shirts begin playing music complete with trumpets and drums. The man is alarmed, till suddenly someone puts a garland around his neck. It ends with the voiceover saying that Indiabulls salutes the people who think of saving by giving them home loans with attractive interest rates and other benefits. The commercial signs off with the brand's tagline: “Ghar aa jao.”

There is another film in the series that celebrates the hard work that the common man puts in on a daily basis, so he can achieve his dream of buying a home.

Gagan Banga, MD & CEO, Indiabulls Housing Finance, said, “Our clear focus is the middle class consumer and we have tailored our product offering to suit his specific needs. Also, our service policy at Indiabulls places him at the centre, offering services like doorstep delivery, 48 hours sanction, Online Account Access and more.”

Bhavesh Kosambia, Senior Creative Director, Grey Mumbai, said, “It was very clear that Indiabulls Housing Finance wanted to broad base. The spin that we put on it was to make it a brand that appreciated and acknowledged the hard work of the common man. The TVC takes that very thought a step ahead and applauds his effort. The stories celebrate the hard work and sacrifice of the common man because to us these people are heroes.”

Abhishek Chaturvedi, AVP, Planning at Grey, said, “At a time when the popular culture is embracing the middle-class and the world sees them as the reason for India becoming the next capital of consumer super power, there's a role for financial brands to do a reality check, reflect this change and demonstrate reaffirmation in the working class.”

The TVC:

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

Credits:

Agency: Grey Mumbai

Creative team: Malvika Mehra, Amit Akali, Rohit Malkani, Bhavesh Kosambia, Sachin Kamath

Account Management: Sujala Martis, Anand Ashar

Strategic Planning: Dheeraj Sinha, Abhishek Chaturvedi

Sr. VP – Films: Samir Chadha

Films Manager: Mitalee Prabhu

Production House: Code Red

Director: Gajraj Rao

Producer: Subrat Ray

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