With the launch of a new brand campaign, #Gharbanegatohdeshbanega, Aadhar Housing Finance Limited is aiming to enable home ownership for every Indian. Keeping in mind the government’s initiative of “Housing for All by 2022,” Aadhar Housing Finance’s core strategy is to enable housing finance with a wider reach, especially among the lower income households in India. They are looking to offer better access with the help of customer centric solutions, and also provide the benefits of the Pradhan Mantri Awaas Yojana (PMAY) launched by Prime Minister Narendra Modi in 2015.
A brief history of Aadhar Housing Finance Ltd.
Known earlier as DHFL Vysya Housing Finance Ltd., Aadhar has a presence across the nation in the form of 285 branches covering more than 1500 locations in 19 States. Aadhar is a subsidiary of Wadhawan Global Capital (WGC).
Outreach plan and strategy
In addition to establishing a Pan-India network, Aadhar has employed the innovative Hub & Spoke model to reach the masses beyond the Tier I, II and III cities. The company plans to increase its spoke locations from the present 1,500 to at least 2,500, all of which will be serviced by a nearby operative branch and also a Resident Executive (RE) who will provide the best customer service and also scour for new business. The RE will also be developing their own sourcing channels in the form of “Aadhar Mitra” by providing employment opportunities to the youth, financial consultants, paint and hardware stores, construction material suppliers, architects, developers, builders and even local kirana shops in their respective regions of operation.
The Central Idea
Recently, Aadhar launched its brand campaign on digital media with the tag #gharbanegatohdeshbanega. The central idea behind the campaign is achieving the vision of home ownership for everyone across India. It has been created using the insight that the nation’s prosperity depends upon the progress and prosperity of its people. The digital campaign is multi-lingual and is driven by a film that captures its essence and also highlights the importance of having one’s own home.
Striking an Emotional Chord
With the help of emphatic visuals and a catchy background score, the brand film aims to exhibit the joy felt by families when they have their own house. It expresses the importance of the comfort and security they feel and conveys the company’s focus on sustainable home ownership in order to create an equitable society. Staying true to its core idea, “Ghar Banega toh Desh Banega,” the campaign aims mainly to strike a chord in the hearts of the masses, all who nurture the Indian dream of having their own home. It also builds on the Indian convention that having your own home is an important indicator of prosperity, economic security and overall financial well-being. It implicitly proposes making housing accessible for everyone with the help of financial inclusion tools and services across the nation.
