Aditya Birla Housing Finance urges people to find out their 'true worth'
Aditya Birla Housing Finance has rolled out its new ad film – Home Loans – which highlights that through www.trueworth.co.in, Aditya Birla Housing Finance intends to bring about a change and create a differentiated offering as they provide home loans by considering the ‘true worth’ of a person and not restrict it to ones earning potential. This provides a platform for buyers to find out the right home loan for their needs, so that they can buy a house that they are worthy of.
Conceptualised by Taproot Dentsu, the film shows a young man opening his own factory. He gets his parents to cut the ribbon of the new factory. After the ceremony when he takes his parents home, they find that not only is it too far away from his factory, but also too small and cramped for his family’s needs. It is then that his mother suggests that now that he has his own venture, it is time for him to move to a better place to stay. The man logs on to the Trueworth website to know about the right home loan for him. The film strives to convey the message of getting the home one deserves.
Watch the ad:
Throwing more light on the campaign, Ajay Kakar, Chief Marketing Officer – Financial Services, Aditya Birla Group, said, “Our research gave us the insight that a home loan customer in India rues the fact that he is not considered worthy of a home loan amount on the basis of what he is truly worthy of. While their current and past reality is considered, their future potential is not given any weightage. This not only led to the creation of our communications campaign, but first gave birth to Aditya Birla Housing Finance launching www.trueworth.co.in. A tool that helps you realise your true worth. And empowers us to give you a loan that does reflect your true worth.”
On the thought process behind the campaign, Agnello Dias, Chief Creative Officer, Taproot Dentsu India, said, “This was a lovely insight that captured how our drive for success leads us to neglect some of the most important stages of our life. So caught up are we in our ambition that we tend to forget the reasons why we had that ambition in the first place. A warm, comfortable home for us and our loved ones, for instance. This is a simple, powerful film that captures exactly that.”
Pallavi Chakravarti, Senior Creative Director, Taproot Dentsu India, added here, “Home loans. EMIs. Interest rates. These words make India’s middle class population uneasy, and with good reason. People want the home of their dreams, but end up with a house they can just about afford. Because we rarely get the loan amount we are truly worth. With the introduction of www.trueworth.co.in, Aditya Birla Finance Home Loans aims to change this scenario. And the launch campaign leaves people with a thought-provoking question: Is your home worthy of you?”
Client: Aditya Birla Housing Finance
Creative agency: Taproot Dentsu India
Chief Creative Officers: Agnello Dias, Santosh Padhi
Chief Executive Officer: Umesh Shrikhande
Senior Creative Director: Pallavi Chakravarti
Copy Group Head: Neeraj Kanitkar
General Manager: Ayesha Ghosh
Head of Strategic Planning: Ninad Umargekar
Planning Director: Dipika Saggi
Account Director: Priyank Misra
Account Manager: Ambalika Sen
Production house: Oink Films
Director: Shirsha Guha Thakurta
Producers: Gautam Vaze, Naved Punjabi