RK Swamy BBDO creates 'Hamara Ghar' campaign for SBI Home Loan

SBI understands the significance of owning a home and the importance it plays in one’s life. RK Swamy BBDO has created a new TVC for SBI Home Loan campaign for Women. The thought behind the creative was to convey the emotional gratification of owning your ‘own’ home which has been executed in the advertisement in a manner that is simple yet endearing. The call to action is compelled by reduced interest rates, lower EMIs and longer tenor from India’s largest home loan provider - SBI.

The TVC captures the emotions of a woman who is gifted her own home by her husband and a self-illustrated painting of the family depicting their ‘own’ home by her son on her birthday. The campaign titled SBI HOME LOAN “Birthday Gift” has already been circulated across different mediums.

Mukesh Anand, Creative Director, while briefing about the campaign said, “This idea is based on the insight that people, especially women, yearn to live in their own home 

Every family is seized with the desire of ‘owning’ a home. The happiness on achieving this goal is incomparable. Besides, most homes are now booked in joint names. Realizing that the woman is a partner in the home loan, SBI has introduced special concessional rates for home loans where the woman is the lead borrower. .

While executing the campaign the focus points were that the advertisement should have a strong emotional peg that holds the viewer, while the reduced interest rates and other tangible benefits appeal to their rationale. SBI Special Home Loan scheme for women gratifies the female resolve and determination. Specifically designed for women the scheme allows them to reduce their interest burden and optimize surplus funds. SBI believes that a home is incomplete without a woman’s touch and hence this is the underlying thought of the TVC conceptualized by  the creative agency.