DDB Mudra West’s new campaign for State Bank of India targets aspiring young home owners

India is working towards an urban housing growth story and an increasing number of Indian consumers are participating in this growth story by investing and buying their dream homes. The demand for new homes and lower interest rates seem to be driving up housing loan growth every year. In recent times, however, the market has also witnessed an appreciable increase in the number aspiring young home owners. To reach out to these young, first time owners and tap this vibrant customer set, State Bank of India, one of the largest banking and financial services company in India has launched a new ad campaign to talk about the easy and accessible home loan offerings of the bank.

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Conceptualized and executed by DDB Mudra West, the campaign has been created around everyone’s dream to own their home (‘Har kisi ka hota hai ek manzil of sapna’) and to encourage a progressive, emotive and productive conversation between these aspiring young home owners and the bank, while attempting to provide them with solution based easy and accessible home loan options as well.  First time owners often find it discouraging to buy their dream home due to a number of financial hurdles. SBI encourages their consumer to overcome these financial roadblocks by promoting affordable, accessible home loan offerings to this often neglected target group. This multimedia ad campaign targets SBI’s young consumers via digital, television and radio touchpoints.

The long format ad film is set to a lively and catchy song created by the famous Bollywood music duo- Sachin-Jigar. Sensational Bollywood singer- Benny Dayal lends his melodious voice to the lyrics and tune. The song features a montage of people from different parts of the country and different walks of life happily taking selfies/ pictures with their dream home, fulfilling their dream of owning their dream home or ‘Manzil of Sapna’. The song and the ad film further describes the diverse and eclectic needs of the today’s young homeowners and ends with how with the help of SBI home loans everyone can fulfil their dream of owning their  ‘Manzil of Sapna’ (dream home).

Quoting on the campaign, Rahul Mathew, Creative Head, DDB Mudra West said, “Most of home loan advertising show either stifled dreams or not-so-stifled tears. But the excitement of moving into your own home, and that too the one you always wanted, hasn’t been touched up on as often. In fact, paint companies have captured it a lot better than home loans have. “Manzil of Sapna” is our attempt at portraying that exuberance. Home owners are getting younger, so the communication, while talking to the world of house owners at large, needed to be youthful. And you’ll see a lot of that in how the film is shot, in the situations we’ve captured, in the words of the song and of course the music.”

Credits –

Production House: Equinox