Gurgaon, January 25th, 2024: IIFL Home Finance Ltd., India’s fastest-growing digital-first home finance company proudly unveils its latest film, capturing the essence of trust and support that the audience can place in the brand. This epitomizes the brand’s commitment, presence and unwavering support to turn dreams into reality by fulfilling the dream of home ownership and also the business loan requirements of their audiences.
Schbang, a Creative, Media, Technology Transformation company collaborates as the creative partner for the film. Together with IIFL Home Finance Ltd., they are set to launch the film centered on the key theme of “Saath Honge Kaamyaab” in languages across India.
The film revolves around the theme of trust, featuring Bharosa Bhau played by the veteran actor Pawan Malhotra, a trusted figure symbolizing reliability in relationships. His recall as the face of reason is exceptionally high, resonating with those seeking trust within their circle.
Bharosa Bhau emerges as the ultimate arbiter of trust, offering reassurance and affirmation. The narrative seamlessly transitions to Bharosa Bhau placing his trust in IIFL Home Finance Ltd., delivering a powerful message about the reliability and credibility of the brand when it comes to fulfilling the dream of home ownership and business loan requirements.
Madhvi Gupta, Head, Marketing, ESG and CSR, IIFL Home Finance Ltd., expressed her enthusiasm on the launch stating, “We believe in transforming dreams of our customers into reality by supporting them I in their journey of home ownership and business needs. Our film ‘Saath Honge Kaamyaab’ captures the essence of trust and support, reinforcing that with IIFL Home Finance Ltd., you are not alone in the journey towards pursuing your dreams and can place your trust in the brand.”
Manish Kinger, Executive Creative Director, Schbang said,“Our intent with ‘Saath Honge Kamyaab’ is to solidify the aura of trust around the brand. It was imperative to deliver on this objective with a packaging that is consumer-first. Which is why, we chose humor over emotion as our language of communication. The creation of Bharosa Bhau was the first step in that direction – a brand champion that is relatable, witty and memorable. With this quirky film, we are looking to inject comic relief in the otherwise serious category and reinstate friend-like trust on the brand, in the process.
Pawan Malhotra sharing his experience on playing the lead role in the film ‘Saath Honge Kaamyaab’ said, “Portraying the role in ‘Saath Honge Kaamyaab’ has been an enriching experience. The film’s narrative, centered around trust, resonated with me deeply. It beautifully captures the essence of reliability in various life situations. Being associated with IIFL Home Finance Ltd. and this inspiring project has been a privilege, and I believe the audience will connect with the powerful message it delivers.”
The overarching concept underscores the idea that trust is foundational, and the one you trust (Bharosa Bhau) chooses to place his trust in IIFL Home Finance Ltd.
IIFL Home Finance Ltd., is a leading player in the affordable home finance segment, highlights its comprehensive contributions to affordable housing, showcasing a commitment to addressing the housing and business needs of thousands of individuals and families.
IIFL Home Finance Ltd.’s Brand Team:
Madhvi Gupta, Head – Marketing, ESG and CSR
Surbhi Gupta, Brand Manager
Manish Kinger, Executive Creative Director
Baani Singh, Group Creative Manager
Tarana Jagota, Sr. Creative Strategist
Ali Ahmad, Creative Strategist
Akhil Chopra, Sr. Creative Director
Jayesh Joshi, Art Director
Somasundaram, Design Lead
Manvi Singh Chouhan, Sr. Graphic Visualiser
Subhashini Jain, Graphic Visualiser
Rohit Chowdhary, Sr. Animator
Raj Verma, Animator
Rohan Hukeri, Executive Vice President, Brand Solutions
Madhurika Banerjee, Vice President, Brand Solutions
Suraj Soni, Group Brand Solutions Manager
Deghpreet Kaur Lamba, Brand Solutions Lead
Jannat Bhatia, Sr. Brand Solutions Strategist
Harshit Verma, Brand Solutions Strategist
About IIFL Home Finance Ltd.
IIFL Home Finance Limited, the largest affordable housing finance company which is a subsidiary of IIFL Finance Limited, with 79.59% shareholding, while Abu Dhabi Investment Authority acquired 20.41% stake in the company in 2022. As of 30th September 2023, the AUM stood at Rs 31,094 crore of which home loan is 77%. The Return on Assets (ROA) for the period is at 4.33%. 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 fulfil economic upliftment 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 reach and distribution capability 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.
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