Mumbai: IIFL Home Finance Ltd., an affordable housing finance brand, has unveiled the second video in its acclaimed ‘#Bharose Ki Keemat’ campaign. Starring the versatile actor Abhishek Banerjee, the campaign humorously explores the dynamics of trust (Bharosa) in both personal and financial relationships, further cementing the brand’s reputation as a trusted partner for homebuyers.
The second installment builds on the success of the first, focusing on the “Bharosa Meter,” a playful yet impactful device that tracks the fluctuations of trust. With relatable storytelling and moments that reflect everyday experiences, the video highlights how trust plays a critical role in decision-making, particularly in financial matters like home loans.
Madhvi Gupta, Head – Marketing, PR, ESG, and CSR at IIFL Home Finance Ltd., remarked, “The second video from the ‘Bharose Ki Keemat’ campaign continues our story of trust with Abhishek Banerjee, bringing added humour, warmth, and relatability to the original concept. As we wrap up this year, the video serves as a perfect reminder of the importance of trust, not just in relationships but also in the financial decisions that impact everyone’s future. IIFL Home Finance remains committed to being the trusted partner for homebuyers, especially in the affordable housing segment and for the EWS and LIG category.”
The campaign incorporates vibrant narratives and the popular ‘Bharosa Jingle,’ blending festive visuals and music to evoke warmth and sincerity. Abhishek Banerjee’s portrayal emphasizes balancing trust in personal and financial spheres, making the campaign memorable and emotionally engaging.
Baani Singh, Senior Group Creative Manager at Schbang, shared, “With the Bharosa Universe identifying as irreverent, the real challenge was to carry the codes of its conversational craft to a brand-out piece. To achieve this, we created a buffet of benefits that clearly brought to life the trust-winning intent of IIFL Home Finance Ltd., using the ‘Bharosa Meter’ for our audience.”
The campaign will be rolled out across TV, digital, and social media channels, aiming to reach millions of viewers. The initiative reinforces IIFL Home Finance’s dedication to building relationships rooted in trust, solidifying its standing in the affordable housing finance sector.
Credits for the campaign –
Creative Team:
Manish Kinger, Executive Creative Director, Schbang
Baani Singh, Senior Group Creative Manager, Schbang
Aditya Gogoi, Creative Lead, Schbang
Ali Ahmed, Senior Creative Strategist, Schbang
Tarana Jagota, Senior Creative Strategist, Schbang
Sahil Saxena, Creative Strategist, Schbang
Production Partner: Yaarlog Productions
