Pay EMI instead of rent and earn respect, says HomeFirst in new spot

Housing finance company HomeFirst in its campaign has nudged people to pay EMI instead of rent.

Choosing to be vocal about the social issue that often pinches people but no one talks about it, HomeFirst talks about that segment of the society which is unserved or underserved by traditional lenders.

Aspiring young adults who are working professionals or small business owners, first-time home buyers who face various difficulties and disappointment due to their inability to comprehend and comply with the demands of the traditional lenders but at the same time place ownership of a home as one of the top achievements of their life are its target.

HomeFirst understands people in this segment as they lay a huge emphasis on owning a home and it is a source of their pride and proof of achievement.  Above all, home-ownership elevates their position among their peers and they feel respected. This insight is supported by the new campaign’s hook line “Samman Ka Permanent Address”.

The recently launched campaign across print, television, and digital presents a humorous take on home loan rejection in this segment. The quirky journey from dejection to delight keeps you interested for the entire 60s. The campaign presents HomeFirst as a brand that understands and empathises with their consumers all the way!

Rajarshi Mitra, Brand Manager, HomeFirst, said, “During our day-to-day interaction with the customers, we have found their urge to be respected in the society as a huge driving force in their pursuit to upgrade their current lifestyle. Ownership of a home kind of takes them to the top of that respect chain (if I can put it that way). Together with Concept Communication, we have used this insight to create a fun TVC and a series of print ads. The story of Champak is a humorous take on his key aspiration of owning a home!”

Rachanah Roy, NCD, Concept Communication, said, “The brief was unique and challenging considering the clutter of home loan communication. The respect and acknowledgment spin was an intentional approach as it is an untouched underlying problem. What started as a jingle came to become a fictitious character with a fresh approach to storytelling supported by creative and directional inputs from Anand Karir (A Glass of Whisky Films) our valued partners.”

Home First Finance Company is a technology-driven, affordable housing finance company targeting first-time home-buyers in low and middle-income groups, primarily offering customers housing loans for purchase or construction of homes.

The TVC:

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