Created by Ogilvy & Mather, the campaign comprises three TVCs. Digital and cinema are also part of the media mix
BestMediaInfo Bureau | Mumbai | May 18, 2015
L&T Finance Home Loans launched its maiden TV campaign last week. Aimed at both the salaried class and the self-employed, the campaign is centered around three needs – bigger loans for bigger homes, loans based on business income and a home loan based on escalating EMIs that targets confident young working professionals, who may not have huge savings to put down on a home but can get a loan on their future repayment potential. The campaign has been conceptualised by Ogilvy & Mather.
The campaign comprises three TVCs, two of which are currently on air, while the third is slated to break soon. Digital and cinema are also part of the media mix.
Vasu Ramaswami, CEO, L&T Housing Finance, elaborated, “Wherever you are, whatever time of day or night, you can get to know your eligibility and also get the home loan approved in minutes by us. Moreover, we know that one size does not fit all in home loans, so our solutions are not the cookie cutter genre. Some need a big loan amount, some of our salaried customers may need escalating EMIs or the other way around, and each of our self-employed customers has distinctive borrowing needs. So, we stretch our understanding arm to each one to structure our offering that answers their distinctive need, which is why, our brand promise is ‘Jiski Jaisi Zaroorat’.”
The three TVCs depict three different situations where the persons concerned have different loan requirements. The first film shows a young executive who has recently got a job seeking to buy a new home. The second film shows a middle aged man seeking to buy his own house – a one BHK flat, which is not adequate to fit in his big family. The third film shows a small scale entrepreneur applying for a loan, but he has no salary certificate of his own to submit along with his application. In all the three situations, L&T Finance offers solutions to suit everyone’s different set of requirements with the tagline: ‘Jiski Jaisi Zaroorat’.
According to Team Ogilvy, “The brief to us was to create a sustained brand proposition through a innovative set of product offerings from L&T Finance Home Loans, a part of L&T Financial Holdings. We could have done that with a classical product-in route, but we chose to express from real life buyer insights. These are simple stories which every home buyer, be it the young executive, the small/ medium business owner or the middle age family person will relate to. The overarching thought of ‘Jiski jaisi zaroorat’ came from observing through the real problems people face while trying to achieve their most important dream of owning their own house.”
Creative agency: Ogilvy & Mather
Creative team: Team Ogilvy
Production House: Jamic Films