Mumbai: Aditya Birla Finance Limited (ABFL) and Aditya Birla Housing Finance Limited (ABHFL), the lending subsidiaries of Aditya Birla Capital Limited, launch a multi-platform ad campaign for consumers – ‘Sapno ki Suno’ which inspires consumers to listen to the voice of their dreams, not to pay heed to naysayers, and achieve their dreams with the help of various loan solutions provided by ABFL and ABHFL.
The pandemic has brought about a halt to several dreams and goals of people across geographies, be it the ones that were under planning or the ones which were halted under execution mode. As people are slowly stepping back into the world with hope in their hearts, and a desire to pursue their dreams again, they’re still faced with fear, doubts, and a plethora of questions. We recognized this anxiousness in the mind of the consumers and launched our ‘Sapno Ki Suno’ campaign. We want to help people rebuild their confidence to fulfill their dreams, today, as their partners, without having to wait any longer. And, to make them aware that we are here to extend a lending hand and help set the ball rolling for them.
The campaign highlights the various loan offerings by ABFL and ABHFL such as Personal Loans, Affordable Home Loans, SME Loans, Business Loans, and Loan Against Property which will help the consumers achieve their held-back dreams. This campaign is launched pan India, across television and digital channels. And will also be extended through OOH in Tier 2, 3, and 4 cities.
Ajay Kakar, Chief Marketing Officer, Aditya Birla Capital Limited, said, “Through the campaign #SapnoKiSuno, we hope to inspire every person to just listen to one voice – the voice of their dreams. We don’t want people to be discouraged by their fears, questions, or doubts. We aim to make them aware that we’re well-positioned to partner all their dreams, with our well-diversified range of loan solutions. We at Aditya Birla Finance and Aditya Birla Housing Finance remain committed to being there for our customers and empower them to listen to and live their dreams.” he further added.
Bodh Deb, Vice President & Branch head, AutumnGREY said, “In AutumnGREY we believe in doing insightful work that connects with the brand’s target audience at a personal level. The brief gave us an opportunity to do a campaign that is contextual and relevant to today’s times. Every ambitious dreamer has to constantly deal with the dilemma caused by 2 distinct voices – The voice of all the Naysayers around them and the other voice is that of their dream itself. The idea was to encourage all dreamers to listen to their dreams and not get bogged down by the plethora of questions and all the discouragement that one has to deal with, especially in these times more than ever before.”
The campaign is being promoted across social and digital media, OTT networks, and television. Conceptualized by AutumnGREY, the campaign has kicked off with a digital film that showcases relatable real-life slices from the lives of consumers, underlining the theme of #SapnokiSuno with relevant product solutions that can help them come alive.
- Creative Agency: AutumnGREY
- Production House: Dora Digs
- Director: Kunal Pardeshi
- Producer: Akshay Shah
- The team on Video Production: Nishanth Ananthram, Sanchit Agarwal, Arun Karane, Nishant Sethi, Soumyadeep Ghosh, Mohit Bharadwaj, Sreeja Biswas, Avadhoot Dawankar, Minti Memaya, and Bodh Deb
To know more about ABFL’s product offerings, click here https://abfl.adityabirlacapital.com/
To know more about ABHFL’s product offerings, click here https://homefinance.adityabirlacapital.com/
Creative Execution:
Video Link:
The video commences with a newly married couple excitedly giving their parents a tour of their dream house which they plan on buying, but receiving long faces and questions like “Ghar toh accha hai, par abhi lena sahi hoga kya?” in return which demotivates them a little. As the video proceeds, it stitches together clips showcasing the dreams of five distinct people, dreams which are completely different from each other and are yet held back by a single shackle – the voices that question & criticize every step they take towards fulfilling their dreams. Be it the dream of a showroom, a factory, a bakery, a house or pursuing higher education, each being burdened by the pessimism of people. However, towards half-way into the video, a moment of revelation is depicted, wherein people realise that where there are dreams, there are naysayers. And with the determination to achieve their dreams and not let the words of others hold the power to pull them back, all five of them take a step ahead and lay the foundation to their respective dreams. Bringing the video to a sweet end, ABFL strikes an emotional chord by its empathetic approach towards the customers and supporting the dreams they’ve suppressed for so long. With their vast service offerings portfolio, ABFL makes its customers believe that everything is possible if they truly desire to make it happen and that they should never let the voice of their dreams fade away amidst the noise of pessimism.
