IIFL Home Finance Presents 'Bharose Ki Keemat' This Diwali: A Commitment To Trust and Homeonership

Ropes in Abhishek Banerjee , the campaign humorously highlights the essential role of trust in personal and financial relationships

New Delhi, India – 25th October 2024: IIFL Home Finance Ltd., India’s leading affordable housing finance company, has launched 'Bharose Ki Keemat' campaign this festive season. The Company has partnered with a talented actor Abhishek Banerjee as the face of the campaign. Known for his impactful performances, Banerjee embodies the essence of the brand’s message: the significance of trust, or "Bharosa," in financial decisions. First video of campaign set in the vibrant atmosphere of a lively Diwali mela, establishes the concept of trust in personal and financial relationships, combining humor and relatability, along with the festive spirit in India.

At the heart of the campaign is a captivating film that follows Banerjee’s character as he navigates through different stalls at the fair, each symbolizing various aspects of trust in daily life. His interactions with family, friends, and neighbors lead to the balance in his 'Bharosa Meter' fluctuating over screen, representing the irony of trusting someone blindly in relationships. The 'Bharosa Meter' visually reflects the ups and downs of trust, making an abstract concept more tangible and relatable.

Adding to the emotional and festive appeal is the 'Bharosa Jingle,' composed to grab the attention and evoke feelings of warmth and trust, which enhances the film’s storytelling on “Bharosa-Rakh”. The vibrant visuals, catchy soundtrack, and a light-hearted yet meaningful narrative, the campaign not only engages the audience but also reinforces IIFL Home Finance’s role as a dependable partner in achieving dreams of homeownership.

The film ingeniously highlights the interplay between personal and financial trust, emphasizing that trust is a currency we exchange in everyday life, whether in relationships or financial decisions. This campaign encapsulates IIFL Home Finance’s commitment to dependability and transparency, offering a refreshing take on the importance of trust in financial decisions.

Ms. Madhvi Gupta, Head – Marketing, ESG, and CSR, IIFL Home Finance Ltd. , on the launch of new campaign says - "Through the new campaign, we've crafted a relatable story that emphasizes over the value of trust in our everyone lives and especially our targeted customers. Abhishek Banerjee’s performance brings humor with a hint of sincerity, making the concept of trust both tangible and memorable. The campaign reinforces our commitment to being not just a financial institution, but a trusted partner in our customers' journeys towards financial security and homeownership within for the EWS and LIG segment."

Campaign developed in collaboration with Schbang, the campaign takes a unique approach to depict trust in financial services. Ms. Baani Singh, Senior Group Creative Manager, Schbang collaborated on the campaign, adds "For season 2 of building a Universe of Bharosa for brand IIFL Home Finance Ltd., we aimed to highlight the value of placing your trust in the right hands, to tackle the category challenge of mistrust. Through a simple yet effective device of ‘Bharosa Meter’, we wanted to show the loss that follows when trust is spent carelessly, helping us use consumer behavior as a cautionary tale."

The campaign is expected to generate significant traction across TV, digital, and social media channels, reaching millions of viewers and further solidifying IIFL Home Finance's position as a trustworthy ally in the homeownership journey. Looking ahead, the brand will continue to build on the success of this campaign, with a second video in the #Bharosa series slated for release in the coming year. The campaign positions IIFL Home Finance as not only a leader in home finance solutions but also a brand deeply invested in fostering relationships built on trust.

Youtube: https://youtu.be/bgWVVPKRkH0
Instagram: https://www.instagram.com/reel/DBi9kTwNF9t/?igsh=MW9zeGNrZTc0b2ozZQ==
Meta: https://www.facebook.com/IIFLHomeLoans/videos/1572002633399805/
X: https://x.com/IIFLHomeLoan/status/1849406896530501726
LinkedIn: https://www.linkedin.com/posts/iifl-home-loans_saathhongekaamyaab-tyohaarbhiuphaarbhiiiflhomeloans-activity-7255174572776284160-IboZ?utm_source=share&utm_medium=member_desktop

Credits for the campaign:
Creative Team

• Manish Kinger, Executive Creative Director, Schbang
• Baani Singh, Senior Group Creative Manager, Schbang
• Aditya Gogoi, Creative Lead, Schbang
• Production Partner: Yaarlog Productions

About IIFL Home Finance Ltd.

IIFL Home Finance Limited, the largest affordable housing finance company, is a subsidiary of IIFL Finance Limited, with 79.59% shareholding, while Abu Dhabi Investment Authority (ADIA) acquired 20.41% stake in the company in 2022. IIFL Home Finance Ltd. Has established a proven track record of empowering first-time home buyers while emphasizing affordable housing for EWS and LIG category. Over the past five years the Company’s Asset Under Management has grown by 25% year-on-year reaching Rs. 35,499 Crs. as of 31st March 2024.

Through affordable home loans, IIFL HFL makes people’s aspirations of owning a home a reality, while emphasizing on supporting green buildings and projects that help society achieve inclusive sustainable development. The objective is to achieve economic improvement for EWS/LIG segments of the country. The company has adopted an asset light model by getting into co-lending arrangements that further helps to penetrate and expand in deeper markets of India. To facilitate a seamless customer experience, the entire life cycle of housing loans is technology driven i.e., from origination to closure. The state-of-the-art IT infrastructure helps in reducing costs, real-time analysis of customer data, improving control and underwriting functions, while increasing customer reach and distribution capability

For more info, please contact:

Ishan Uppal , IIFL Home Finance
Mobile: +91-9899759975
E-mail: ishan.uppal@iiflhomeloans.com