The affordable home loan space is one of the most exciting consumer finance spaces to be in. With the governments focus on housing for all ( through PMAY etc) and aspirations of the lower/mid segment to also own a home of their own; there is a latent market waiting to be tapped.
However, the affordable home loan space also has it's challenges. Be it the challenge of underwriting, the informal nature of the income of the customer or even the dispersion of the audience across various geographies in Tier 2, Tier 3 towns and rural.
While Motilal Oswal has a strong history in capital markets ; when it comes to home loans we are a new player. The audience we are addressing would not know much about us. At the same time a home ( and home loan) would probably be the largest amount of money spent by the low income segment(even more than weddings; perhaps) in their lifetimes. So they need to TRUST the home loan company to give them a hassle free experience.
To create this halo of TRUST; Motilal Oswal Home Loans decided to use the credibility of the mother brand. Hence the proposition:
Motilal Oswal Financial Services has been in existence for over 30 years earning the trust of over 2.5 million customers across 4000+ outlets in 500+ cities. We use this experience to ensure you get your home loan in a hassle free way
The creative idea for the campaign is based on the insight that in todays India ; everyone dreams of a better life. However for the lower income segments ; the harsh realities of life most often bring these dreams crashing down (somewhat like Mungeri Lal in the yesteryear serial Mungeri Lal ke Haseen Sapne). With MOHFs hassle free home loan process; the dream of a home of their own can come to fruition.
The campaign consists of DVCs showing people from different regions/ walks of life in the lower income demography. It is supported by digital and outdoor as well.
Have a look
