Mumbai: Aadhar Housing Finance Ltd. has unveiled its latest brand campaign, “GharLelo,” featuring two films that capture the emotional and practical challenges faced by India’s aspiring homebuyers, particularly in the EWS and LIG segments.
Rooted in the culturally familiar advice of “ghar lelo,” the campaign reflects the contrast between the widespread aspiration of owning a home and the complexities associated with securing a home loan. Through two distinct narratives, the company highlights these challenges while positioning itself as a supportive partner in simplifying the journey to homeownership.
The first film traces the journey of a driver navigating financial constraints and societal pressures, using emotive storytelling to underline how Aadhar Housing Finance enables access to homeownership. The second film, ‘Daga Seth’s Challenge,’ draws inspiration from Bollywood-style storytelling to present the often overwhelming hurdles faced by borrowers in an engaging, relatable format.
Together, the films reinforce the company’s message: “Aadhar Housing Finance sawaal nahi, saath deta hai,” emphasising simplified processes, faster turnaround times, and customer-friendly documentation.
Rishi Anand, MD & CEO of Aadhar Housing Finance Ltd., said, “For every Indian, the dream of owning their home starts with an idea or a suggestion, ‘ghar lelo.’ Yet, the process of achieving it is often associated with uncertainty. At Aadhar Housing Finance, however, we are committed to ensuring that it is not an intimidating process. With this campaign, we aim to reassure our customers that they can count on us at every step.”
Noel Mascarenhas, Head of Marketing at Aadhar Housing Finance Ltd., said, “The aspiration to own a home is deeply personal, yet for many the journey is one with financial hurdles and social pressures. Through GharLelo we capture that emotional reality and resilience of individuals who continue to pursue their dream despite these challenges. The approach to the second film is rooted in slapstick Bollywood comedy, the underlying message in ‘Daga Seth’s challenge’ is the near impossible challenges that our home buyers face when it comes to owning a home, the biggest one behind the inability to get a loan. But armed with the right home loan partner, every challenge seems smaller.”
The campaign is being rolled out across digital platforms including YouTube and social media, supported by a broader multimedia strategy aimed at reaching audiences across urban, semi-urban, and rural markets.
