Indiabulls salutes the spirit of the middle-class home buyer in new ad

Indiabulls Housing Finance has launched a new campaign that aims to salute the spirit of the middle class home buyers. The campaign has been created by Grey. The company believes that one of the most important dream of home buyers is to own a home of their own, and it aims to help them achieve it through their home loans.

The ad opens to 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, which the driver informs him will cost him Rs. 450. The man doesn’t want to part with that big an amount, but agrees reluctantly. Just at that point, he sees a bus approaching and hops on. He braces himself for the long ride, when suddenly people clad in Indiabulls tee shirts begin playing music complete with trumpets and drums. The man is alarmed, till suddenly, someone puts a garland around his neck. The VO says that Indiabulls salutes the people who think of saving, giving them home loans with attractive interest rates and other benefits. The commercial signs off with the brand’s tagline “Ghar aa jao”.

Watch the commercial here:

Speaking about the campaign Gagan Banga, MD and 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 etc. - it was only natural to us that our communication reflects this.”

Added Bhavesh Kosambia, senior creative director, Grey Mumbai, “It was very clear that Indiabulls Housing Finance wanted to broadbase. 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.”

Credits

Campaign name: Hard-working Indian

Client: Indiabulls Housing Finance

National creative director: Malvika Mehra

Senior creative director: Bhavesh Kosambia

Vice president: Sujala Martis

Account manager: Anand Ashar

Chief strategy officer: Dheeraj Sinha

Associate vice president (planning): Abhishek Chaturvedi

Senior vice president (films): Samir Chadha

Supervisor (films): Mitalee Prabhu

Production House: Code Red

Director: Gajraj Rao

Producer: Subrat Ray