Aadhar Housing Finance Ltd. has launched its new brand campaign, ‘GharLelo’, comprising two films focused on the realities of homeownership among India’s aspirational segments. The campaign has highlighted the cultural familiarity of the phrase ‘ghar lelo’ and contrasted it with the complexities of securing a home loan.
The films have addressed the challenges faced by individuals in the EWS and LIG segments, where access to housing finance is often perceived as difficult. Through two separate narratives, the company has presented the emotional and practical barriers associated with the home loan process while positioning itself as a facilitator.
One film has followed the journey of a driver navigating financial and social pressures to achieve homeownership, while the second film, ‘Daga Seth’s challenge’, has used a cinema-inspired approach to depict the hurdles faced by homebuyers.
The campaign has reinforced the company’s positioning as a partner in the homebuying journey, focusing on simplified procedures, faster turnaround times, and accessible documentation. It has carried the message, “Aadhar Housing Finance sawaal nahi, saath deta hai,” to underline its approach.
The campaign has been rolled out across digital platforms including YouTube and social media, supported by additional multimedia channels to reach audiences across urban, semi-urban, and rural markets.
Rishi Anand, MD and CEO of Aadhar Housing Finance, said, “For every Indian, the dream of owning their home starts with an idea or a suggestion, ‘ghar lelo.’ Yet, the process of achieving it is often associated with uncertainty. At Aadhar Housing Finance, however, we are committed to ensuring that it is not an intimidating process. With this campaign, we aim to reassure our customers that they can count on us at every step.”
Noel Mascarenhas, Head of Marketing at Aadhar Housing Finance, said, “The aspiration to own a home is deeply personal, yet for many the journey is one with financial hurdles and social pressures. Through GharLelo we capture that emotional reality and resilience of individuals who continue to pursue their dream despite these challenges. The approach to the second film is rooted in slapstick Bollywood comedy, the underlying message in ‘Daga Seth’s challenge’ is the near impossible challenges that our home buyers face when it comes to owning a home, the biggest one behind the inability to get a loan. But armed with the right home loan partner, every challenge seems smaller.”
