Aadhar Housing Finance has launched a campaign underlining its commitment to offering housing loans to individuals from the lower-income segment.
The campaign features three films that portray stories of individuals from diverse backgrounds, including a nurse, a florist and a carpenter.
Carpenter
Florist
Nurse
The films highlight the contribution made by these individuals to the nation’s progress despite which they are denied the opportunity to secure housing loans. The campaign seeks to address the critical issue of under-penetration in the low-income housing space.
“Aadhar Housing Finance aims to extend its services to every citizen of the nation, thereby enabling them to realise their dream of owning a home. We do not make any distinctions based on a person’s pay grade or standard of living before providing loans to any citizen,” said Rishi Anand, MD and CEO, Aadhar Housing Finance.
“There is a very large percentage of individuals in our nation who do not own a house of their own. Our campaign serves as an invitation for action, encouraging individuals from all walks of life, irrespective of gender, geography, or profession, to be confident that their dream of homeownership is our dream too,” he added.
The campaign videos have been ideated, conceptualised and executed by Imprint Film.
“In contrast to how most people feel sympathetic toward those who cannot afford a home, our campaign highlights those individuals who need to be treated equally and helped with their housing needs without making people feel sorry for them. They may have their struggles, but they are a proud lot. They have experienced difficulties when trying to avail a home loan, but our campaign focuses on how to resolve this without making it appear to be a burden. The campaign dispels other myths about homeownership as well,” said Raj Konar of Imprint Film.
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(This information is published from a press release.)
