Feel at home with Tata Capital Home Loan

By Shibani Gharat , afaqs!, Mumbai | In Advertising | November 14, 2011
The campaign is derived from the insight that people can truly express themselves only in their own homes.

Jane Austen once stated, "There is nothing like staying at home for real comfort." Tata Capital Home Loans' new television commercial brings out this insight with the tagline 'Aap khulke jite hai bas apne ghar main'.

Conceptualised by Leo Burnett, the TVC conveys the message that with Tata Capital's Home Loans, one can begin to feel the joy of owning a home.

In the television commercial, this thought is personified by a chirpy little girl, who, each time she sings is silenced by those around her, thus restricting her from freely expressing herself. She eventually finds bliss in her own home, where she can express herself without any inhibitions.

Sharing the insight for the TVC, K V Sridhar, national creative director, Leo Burnett, says, "The basic idea for the campaign is that rented houses have so many 'dos' and 'don'ts'. For instance, you cannot change the structure of the house, or drill nails into the wall. But, in your own home, whether big or small, you will have all the freedom to do whatever you want."

Sridhar feels that the company wants people to enjoy a certain sense of liberation with affordable home loans.

Homesick and loan stuck

Purchasing a home is easily one of the biggest decisions in a person's life.A profusion of home loan options are available in the market, with each one making an attempt to communicate a unique offering.

According to Sridhar, realty prices have sky-rocketed today, and high interest rates act as deterrents in purchasing a loan. "There's always the fear that one may falter in repayment. We wanted something that motivates people to go ahead and buy a home loan," he remarks. "We came up with a simple, yet endearing film told in a refreshing manner through kids. They are endowed with innocence, which makes the message more engaging and creates empathy among the audience," says Sridhar.

Rajesh Mani is the executive creative director for the campaign, while Amod Dani is the creative director. The production house is Chrome Pictures.

Veetika Deoras, head, brand marketing and corporate communication, Tata Capital, tells afaqs! that to purchase a home is an intense process, and one does so only on few occasions. "Through this TVC, we wanted to communicate the feeling of owning a house. Our promise is simple, humane and innocent; hence, we wanted a visual imagery that is in sync with the promise," says Deoras, adding that as a brand, Tata Capital believes in connecting with individuals.

Outdoor and print campaigns have also been launched to support the TVC. The print campaign will be carried out in Gujarat, Maharashtra, Madhya Pradesh, and in Bengaluru. The outdoor campaign will be held in Mumbai and Delhi. The digital platform will provide support to these initiatives.

Deoras mentions that the average age of a home loan buyer has reduced in India, and adds that the aim is to target buyers in the age bracket of 25-45 years. "We aim to focus on digital and social media at the later stages, as the audience in this age bracket has a greater presence online," she adds.

Is the idea effective?

There is a mixed response from the advertising industry about the TVC. Although the execution of the ad has been appreciated, the concept is considered too simplistic.

"While the execution's nice, there is really nothing here to drive the brand preference. No product advantage, no service cues -- nothing," says Vishnu Srivatsav, executive creative director, Grey South.

Srivatsav feels that the ad merely communicates 'We give out home loans'. "In a crowded home loan market, this approach is just not going to stick," he says. "Also, in terms of the creative idea, is the thought 'At home', or 'Alone'?" asks Srivatsav.

Chraneeta Mann, executive creative director, Rediffusion-Y&R, on the other hand, gives a thumbs up to the TVC. "The commercial successfully shifts focus from the numbers game of home loan percentages (which in this industry, is more or less at par across all players), to a more emotional reason to buy," says Mann.

She says that the ad has moved away from the often-used portrayal of couples who visualise a dream home, to something more real and relevant. "Most home buyers feel that a rented accommodation will never allow you the freedom of your own home, and the ad brings this to the fore in a disarmingly simple manner," she says.

Mann feels that the ad's route of a little child is more effective, than the usual landlord-tenant discord device.

"It's a fresh take, and I think the ad communicates with younger home buyers, giving them a reason to buy a loan that's a lot more persuasive than just playing house," she concludes.

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