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  • DHFL Pramerica Life Insurance launches digital campaign #KalSePehle

    DHFL Pramerica Life Insurance launches digital campaign #KalSePehle

    MUMBAI: To promote the importance of life insurance in an individual’s life, DHFL Pramerica Life Insurance has launched a digital campaign today titled #KalSePehle. Through this campaign, DHFL Pramerica is taking on the behaviour of postponement around Life Insurance.

    People do not realise the importance of life insurance till they actually need it. Till then, it just keeps on getting postponed to another day, another time; even at the risk of their own family’s financial future.

    DHFL Pramerica Life Insurance CEO and MD Anoop Pabby says, “The campaign intends to inspire people to come out of the slumber and take timely decision on insurance because delaying it could make insurance expensive, difficult and in some cases impossible. In school everyone has learnt Sant Kabir’s doha (couplet), ‘Kaal Kare So Aaj Kar, Aaj Kare So Ab’, however it is not practised in our daily lives where a lazy option finds precedence over something as important as insurance.”

    DHFL Pramerica Life Insurance chief marketing and digital officer Anshuman Verma adds, “This is a campaign for the typical procrastinator in every Indian, so we personified him as Mr. Kal Se, because he postpones everything to tomorrow. Secondly, we decided to target the cultural grammar of ‘Kal Karein’ or ‘Can we do this tomorrow’ and highlighted the relatable, everyday excuses which are used to rationalise procrastination.”

    This thought-provoking idea is encapsulated through a three-part digital video series. The first film revolves around Mr. Kal Se’s morning routine. He wakes up feeling groggy and is unable to convince himself to start his morning workout and postpones it to the next day. However, Mr. Kal Se rethinks and makes the life decision #KalSePehle. This film highlights the fact that whether it’s about your fitness or your family’s financial fitness, it’s best to act before tomorrow.

    The tendency to prioritise another hour’s sleep over-exercising or gorge on sumptuous meal over diet control or laze around on a weekend over actively playing with children is being targeted through the campaign.

    The three-part film series is part of a larger campaign with creative collaterals across online and offline media.

  • COCO by DHFL general insurance takes on gender stereotypes

    COCO by DHFL general insurance takes on gender stereotypes

    MUMBAI: COCO by DHFL General Insurance has launched its first digital-only campaign #CareMoreHaveMore for its retail two-wheeler policy – COCORide, a unique comprehensive insurance policy offering a bouquet of options and additional covers that can be customised to suit one’s exact needs.

    The digital campaign focuses on two key aspects – women empowerment and protection for one’s loved ones and prized possessions.

    COCO by DHFL General Insurance embraces the thought that a bit of extra care today goes a long way in ensuring a more prosperous future. Showcasing the need for motor insurance, the first leg of the #CareMoreHaveMore campaign speaks to two-wheeler owners, revealing how insuring one’s two-wheeler vehicle today can provide long term benefits. The digital campaign provides a reflection of a daughter’s readiness to take on the world on her own as she has learned an invaluable lesson – “to care more is to have more.”

    Through this campaign, COCO by DHFL General Insurance wants to celebrate women empowerment through a heartwarming coming of age story that lets us break stereotypes not explored before. A daughter confidently asking her father for the keys of his bike and then enjoying her secretive sojourn with it at night and early morning, before finally being entrusted with it—with the key message that caring more gives you more of the things that matter. Through this story, the brand aims to empower individuals to learn and be able to take care of the things that matter to them, thereby helping them have more of those things.

    DHFL general insurance MD and CEO Vijay Sinha says, “Brand COCO by DHFL General Insurance is built on the tenet of empowering individuals to learn and be able to take care of the things that matter to them, thereby helping them have more of those things. A little care now, a lot more gain in the future. Utilising this one insight – the brand film for COCORide plays on two angles simultaneously. One is the more obvious one that is shown through the dynamics between the father and his daughter that caring for your bike also means readily being able to bank on your insurer. The second is more subtle and nuanced, which is of the father letting the daughter chart her own path in life without spoon-feeding her. This gives her a sense of achievement that is beyond him–but individually her own. In the end, when she’s handed the bike – it actually is a metaphor that she is now ready to take on the world because she has learnt the best lesson – to care more is to have more.”

    The #CareMoreHaveMore campaign has been conceptualised by advertising agency Hypercollective.

    On the creation of campaign, Hypercollective CCO and chairman KV Sridhar aka Pops adds, “As an organisation, we’ve always believed that brands that live by a purpose are the brands that can truly thrive. Add cultural truths to this mix and you have a campaign that can break through the clutter and touch your audience. After all, we’re in the business of human to human connection. Through this campaign, we’re not just breaking the stereotype that biking is a men’s game, but also extending the human value of care by exploring the relationship of a daughter and her father.”

    The brand film is directed by Punarvasu Naik whose recent success has been India’s biggest blockbuster Dangal as associate director.

  • DHFL launches 2nd edition of Behtar India campaign with Parineeti Chopra

    DHFL launches 2nd edition of Behtar India campaign with Parineeti Chopra

    MUMBAI: DHFL Pramerica Life Insurance Company has launched its Behtar India campaign. With this, the unique campaign catalysing progressive change towards a sustainable India has embarked on its second year. Launched last year, the campaign supports the community to step forward and help itself in achieving better health, hygiene and environment standards. The eight-month long campaign will focus on three main pillars–health, hygiene and environment (recycling).

    ‘Behtar India’ is a social innovation that rallies to get different segments of the society together to work towards making their cities cleaner, greener and healthier. The unique format not only supplements the government’s efforts to provide promotive as well as preventive healthcare to the community, but also ensures quality curative healthcare and behaviour change in the fields of hygiene and environment.

    Campaign ambassador and actress and Parineeti Chopra says, “It is important to spread the message of better health, hygiene and the importance of recycling within communities to make the world a better place to live in. It is a matter of great responsibility for me to take up this initiative and affect social change. I would like to congratulate DHFL Pramerica Life Insurance, the organisers of ‘Behtar India’ and Arnab Goswami – an influencer like him can bring about massive positive changes. I appeal to everyone to come forward and be a part of this campaign so that this message reaches to as many people as possible.”

    DPLI MD and CEO Anoop Pabby mentions, “Through this campaign, we intend to bring together some of key sections of the society like schools, children, corporates and ordinary citizens under a unified platform. While for ‘Behtar Vatavaran’, we intend to inculcate recycling as a habit, starting with paper and e-waste, for ‘Behtar Swachhata’, we would identify a dirty public area in the city and clean it up and for ‘Behtar Swasthya’, we shall be spreading dengue awareness and also distribute dengue protection kits.”

    The initiative is a contest for schools and students, a CSR and an employee engagement window for companies, social service for individuals, an amplification tool for the municipal corporations and for the under-privileged children, it is an opportunity to receive free health benefits.

    Last year, the ‘Behtar India’ campaign reached out to 11,00,000+ students across 200+ cities and was able to plant 1,50,000 trees. Under the ‘Behtar Swasthya’ initiative, more than 59,000 Dengue protection kits were given out to under-privileged students

  • Mumbai Indians gets Goibibo as principal sponsor for IPL 2018

    Mumbai Indians gets Goibibo as principal sponsor for IPL 2018

    MUMBAI: Goibibo, India’s online travel company has signed up with the IPL defending champions Mumbai Indians (MI) as its principal sponsor for one year.

    The partnership would see a high-decibel 360-degree co-branded campaign. As part of this partnership, brand Goibibo will be sported on the back of the Mumbai Indians team jersey this season.

    Commenting on the partnership, MakeMyTrip group CMO Saujanya Shrivastava said, “We are delighted to partner with Mumbai Indians and reach out to millions of IPL and Mumbai Indian fans through this association. IPL is one of the most loved and watched sporting event in the country and the association with Mumbai Indians present a consumer-focused brand like ours a unique opportunity to deepen our engagement with customers in a truly innovative manner.”

    “With the high travel summer season around the corner, we believe that our participation at IPL through both TV broadcast and Mumbai Indians team sponsorship will help us connect with audiences across the length and breadth of the country and provide them compelling reasons to book hotels on the Goibibo app.”, he added.

    The team has DHFL, JIO and Dheeraj Realty as the associate sponsors.

    Mumbai Indians spokesperson said, “We are thrilled to have a new category in Goibibo as part of brand association with Mumbai Indians. As a brand that has strong resonance with new-age Indians on the move, Goibibo will be a perfect partner to the Mumbai Indians.“

    Winner of three IPL championship trophies in the competition’s decade-long history, Mumbai Indians has been the most viewed IPL team on television.

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  • NDTV & DHFL launch ‘Behtar India’, Rajput encourages children

    MUMBAI: NDTV and DHFL Pramerica have launched a ‘Behtar India’ campaign to work towards a better future for India earlier this year. The core thought of the campaign is to mobilise students, ordinary citizens and corporates to join a nationwide movement that focuses on three main pillars of the campaign – Health, Hygiene and Environment.

    As part of the campaign, the Behtar India Students’ Conclave was held at Modern School, Vasant Vihar, New Delhi with Campaign Ambassador Sushant Singh Rajput today. The Conclave highlighted issues that needed urgent attention and discussed how students can help bring the right difference in the mindset of people regarding Swasthya, Swachhta and Vataavaran.

    The Conclave also saw active participation from Bittu Sehgal, Environmental Activist; Neha Kirpal, Founder at India Art Fair; Dipa Karmakar, Gymnast; Malavath Poorna, the youngest girl to climb Mount Everest; Abhiraj Bhal, CEO Urban Clap; Priya Dutt MP, Congress member; Shazia Ilmi, BJP member; Atishree Marlena, AAP member; Kalikesh Singh Deo MP, Biju Janata Dal member; Nitesh Kadyan, Co-Founder Graviky Labs; Kristen Kagestu, Founder Saathi Pads; Akshat Mittal, Founder – Odd-Even.com and Ritwika Bhattacharya, Founder/CEO – Swaniti Initiative.

    Campaign ambassador Sushant Singh Rajput said, “I urge all our young citizens to actively partake and join us in this nationwide movement to ensure everyone has a right to proper health, hygiene and environment through this campaign.”

    NDTV consulting editor Vikram Chandra said, “Behtar India campaign is aimed at encouraging young citizens to empower and motivate others to actively build healthier, more hygienic and environment friendly world.”

    DHFL Pramerica MD and CEO Anoop Pabby said: “This Conclave is a celebration of what we have achieved so far but we can’t afford to be complacent because there is still a lot that needs to be done on our journey towards a Behtar India”.

  • New DHFL ad tackles right time to take home loans

    New DHFL ad tackles right time to take home loans

    NEW DELHI: A new ad campaign “Home Loan Dilse” featuring brand ambassadior Shahrukh Khan which is an extension of the earlier Ghar Jaisa Loan Campaign has been launched by the Dewan Housing Finance Corporation Limited (DHFL).

    This is the third ad campaign featuring Khan to increase awareness and reverse the dilemma among the LMI segment in India with regards to the decision to have their own home.

    The “Home Loan Dilse” campaign tackles a very pertinent question – what’s the right time to buy a home or avail of a home loan? The campaign communicates relatable instances from various stages in people’s lives and affirms that the right time to buy a house is when you dream of a home. Right from getting married or after you have a child, from the desire to get rid of a nagging land lord to the need for more space to accommodate a growing family, the customer’s needs / reasons for buying a home are never-ending. The campaign messaging is appealing and connects with the real life common man dilemmas and affirms them that the right time is now, thereby strengthening the borrower’s trust and confidence in DHFL.

    DHFL Sr. VP & Head Marketing Sevantika Bhandari said, “We are extremely pleased to roll out this campaign which focuses on building a conviction among the LMI segment with regards to owning a home. We at DHFL help our customers transition their dreams of owning a home into a reality. Our first campaign “Ghar Jaisa Loan” was about dreaming of owning a own home, our 2nd campaign was saying no to excuses and telling the customer that the right time to own your dream home is now, and the current campaign tells us that there is no perfect time; the time is now and when you feel like it, just take that first step and own your own home.”

    She added, “The association with Shah Rukh Khan has further reinforced our connect with the target segment. Shah Rukh in all DHFL campaigns comes across like a friend, philosopher, advisor and an elder brother talking to customers and urging them to take their first step towards home ownership.”

    Khan said “The ad campaign has been executed in a manner that is simple yet appealing. There are so many instances when customers do not have the adequate recourses to purchase their own home, it is then that housing finance companies like DHFL help these customers achieve that dream. I am confident that the new campaign “Home Loan Dilse?” will appeal to the rationale of the customers and encourage them to take a decision to own a home thereby complementing the vision of DHFL to transform the lives of Indian households by enabling access to home ownership”

    SapientNitro Chief Creative Officer K V Sridhar (Pops) said, “The new ad campaign has been brilliantly written, acted and directed to address the dilemma faced by a consumer with regards to identifying the right time to purchase his/her own home. The campaign further complements the previous campaigns launched by the company in the last two years. Shah Rukh Khan has immensely contributed in transforming the brand by creating further awareness and making it relatable to the common man who looks to partner or avail a home loan from a company he/she can trust.”

    Director Nitesh Tiwari added, “I have been associated with DHFL from the launch of the Ghar Jaisa Loan Campaign. DHFL understands the customer and has captured the emotional moments in the life of people when they actually consider buying a house. Shah Rukh Khan is portrayed as an approachable and friendly person in this campaign. We have conceptualized the campaign with great detail basis the indepth insights gathered from the brand over the years. Taking this route has worked for the campaign as people can relate to him as a friend and as an advisor for helping them take the home buying decision.”

    The new ad campaign includes 35 second TV spots featuring in five languages – Hindi, Marathi, Tamil, Telugu and Kannada – in over 40 channels. The campaign will be further leveraged on the digital, press and outdoor media for larger reach and impact amongst the target audience.

  • New DHFL ad tackles right time to take home loans

    New DHFL ad tackles right time to take home loans

    NEW DELHI: A new ad campaign “Home Loan Dilse” featuring brand ambassadior Shahrukh Khan which is an extension of the earlier Ghar Jaisa Loan Campaign has been launched by the Dewan Housing Finance Corporation Limited (DHFL).

    This is the third ad campaign featuring Khan to increase awareness and reverse the dilemma among the LMI segment in India with regards to the decision to have their own home.

    The “Home Loan Dilse” campaign tackles a very pertinent question – what’s the right time to buy a home or avail of a home loan? The campaign communicates relatable instances from various stages in people’s lives and affirms that the right time to buy a house is when you dream of a home. Right from getting married or after you have a child, from the desire to get rid of a nagging land lord to the need for more space to accommodate a growing family, the customer’s needs / reasons for buying a home are never-ending. The campaign messaging is appealing and connects with the real life common man dilemmas and affirms them that the right time is now, thereby strengthening the borrower’s trust and confidence in DHFL.

    DHFL Sr. VP & Head Marketing Sevantika Bhandari said, “We are extremely pleased to roll out this campaign which focuses on building a conviction among the LMI segment with regards to owning a home. We at DHFL help our customers transition their dreams of owning a home into a reality. Our first campaign “Ghar Jaisa Loan” was about dreaming of owning a own home, our 2nd campaign was saying no to excuses and telling the customer that the right time to own your dream home is now, and the current campaign tells us that there is no perfect time; the time is now and when you feel like it, just take that first step and own your own home.”

    She added, “The association with Shah Rukh Khan has further reinforced our connect with the target segment. Shah Rukh in all DHFL campaigns comes across like a friend, philosopher, advisor and an elder brother talking to customers and urging them to take their first step towards home ownership.”

    Khan said “The ad campaign has been executed in a manner that is simple yet appealing. There are so many instances when customers do not have the adequate recourses to purchase their own home, it is then that housing finance companies like DHFL help these customers achieve that dream. I am confident that the new campaign “Home Loan Dilse?” will appeal to the rationale of the customers and encourage them to take a decision to own a home thereby complementing the vision of DHFL to transform the lives of Indian households by enabling access to home ownership”

    SapientNitro Chief Creative Officer K V Sridhar (Pops) said, “The new ad campaign has been brilliantly written, acted and directed to address the dilemma faced by a consumer with regards to identifying the right time to purchase his/her own home. The campaign further complements the previous campaigns launched by the company in the last two years. Shah Rukh Khan has immensely contributed in transforming the brand by creating further awareness and making it relatable to the common man who looks to partner or avail a home loan from a company he/she can trust.”

    Director Nitesh Tiwari added, “I have been associated with DHFL from the launch of the Ghar Jaisa Loan Campaign. DHFL understands the customer and has captured the emotional moments in the life of people when they actually consider buying a house. Shah Rukh Khan is portrayed as an approachable and friendly person in this campaign. We have conceptualized the campaign with great detail basis the indepth insights gathered from the brand over the years. Taking this route has worked for the campaign as people can relate to him as a friend and as an advisor for helping them take the home buying decision.”

    The new ad campaign includes 35 second TV spots featuring in five languages – Hindi, Marathi, Tamil, Telugu and Kannada – in over 40 channels. The campaign will be further leveraged on the digital, press and outdoor media for larger reach and impact amongst the target audience.

  • Madison Media bags media rights for Bandhan Bank

    Madison Media bags media rights for Bandhan Bank

    MUMBAI: Continuing its aggressive list of acquisitions in 2015, Madison Media has added one more account to the tally. The media agency has won the media mandate for the proposed Bandhan Bank in Kolkata.

     

    Bandhan Financial Services, a microfinance entity, was set up in 2001 to address the dual objective of poverty alleviation and women empowerment. Bandhan has been the talk of the banking and financing community having got an in-principle approval from the Reserve Bank of India to start its banking operations.  Currently, it operates in 22 Indian states through more than 2000 branches, run by 14,000 employees. It has a borrower base of 6.5 million. As a bank, it will have pan-India operations and meet the credit needs of different types of customers even as offering various savings products.

     

    Bandhan chairman and managing director C S Ghosh said, “As we embark on this new journey, we need to reach out to new consumer across Indian states and we are confident that Madison will help us achieve our objective.”

     

    “Bandhan’s accomplishments are truly remarkable and we are delighted to partner them in this exciting new phase in their life which will make them play an even more meaningful role in the Indian financial sector, changing lives of many millions,” added Madison World CMD Sam Balsara.

     

    Madison Media was in the news recently for handling the media mandate for BJP for the national elections and for Maharashtra, Haryana, Jammu & Kashmir and the current Delhi election. It has recently won a host of new accounts like Viber, Lenskart, Amul Hosiery, Metro Cash & Carry, DHFL and Gaana.com.

  • DHFL unveils new campaign with Shah Rukh Khan

    DHFL unveils new campaign with Shah Rukh Khan

    MUMBAI: With an aim to reinforce the founder’s vision of the company of enabling every Indian to own a home of his own, private housing finance company – DHFL is leaving no stone unturned to make this true.

     

    The company has launched an integrated marketing campaign ‘Ghar Jaisa Loan’ featuring Shah Rukh Khan. This will be DHFL’s largest ad campaign, since its inception in 1984.

     

    The campaign centers around how DHFL has been encouraging the lower and middle income segment in India to dream of owning a home. It further describes how the company has been helping customers realise their dream of home ownership through product innovation and deferential service.

     

    DHFL chairman and managing director Kapil Wadhawan said, “DHFL has been fuelling the dreams of thousands of Indians of owning a home of their own. Through our new campaign ‘Ghar Jaisa Loan’ with Shah Rukh Khan we envisage reaching out to a wider audience and leveraging our consumer connect.”

     

    The film shows Khan talking to people about how it’s important to dream, not necessarily big. He says if flying high is not realistic, it’s okay to be grounded. If owning a big house is difficult it’s okay to dream of a smaller one. But it’s important to dream of owning a home, because whether it’s a palace or a nest, one’s own home is one’s own.

     

    The commercial ends with Khan looking into the camera and telling people that for the past 30 years DHFL has given a home to lakhs of dreams. He signs off saying, ‘DHFL home loans. Ghar jaisa loan.’

     

    Khan said, “I am happy to be associated with DHFL and I personally believe that DHFL’s mission of enabling home ownership for every Indian is as relevant today, as it was 30 years ago when the company began operations. I especially connect with the tag line ‘Ghar Jaisa Loan’, which voices every man’s innermost desire for stability and protection.”

     

    Giving his views about the campaign, SapientNitro, India chief creative officer KV Sridhar said, “What’s important is to own a home, it doesn’t matter if it’s big or small. Purchasing a house is an emotional event in everyone’s life and we often tend to delay it to the day we can afford that dream home. Through this campaign we are trying to communicate that it’s better to realize smaller dreams on the way to the ultimate one.”

     

    The campaign includes 35-second TV spots featuring in six languages – Hindi, Marathi, Gujarati, Tamil, Telugu and Kannada – in more than 36 channels. It will be further leveraged in the digital, press and outdoor media.

  • DHFL signs Shah Rukh Khan as brand ambassador

    DHFL signs Shah Rukh Khan as brand ambassador

    MUMBAI: DHFL, a housing finance company, has announced Shah Rukh Khan as its brand ambassador. This is the company’s first such brand association in its 30 year journey of providing financial access for home buying amongst Indian customers.

    DHFL chairman and MD Kapil Wadhawan said, “We are extremely pleased to have Shah Rukh Khan as DHFL’s brand ambassador. Today, DHFL is on its way to becoming a large financial services institution, reaching out to customers across the country, with its customised products and solutions. Shah Rukh Khan, with his people connect driven by diverse performances, has enthralled Indians over the years. This resonates with our brand philosophy of being able to cater to customers with tailor-made financial options, designed to suit their evolving needs. In this context, Shah Rukh Khan is a perfect brand ambassador in our endeavour to connect with every Indian for their financial well-being, today and in the future.”

    Shah Rukh Khan said, “It is an honour to be associated with DHFL. I truly believe that owning a home is the first step towards ensuring a secure and confident future for every family. I personally believe that DHFL’s mission of enabling home ownership amongst every Indian is as relevant today, as it was 30 years ago when DHFL began operations. It is exciting that, now I am associated with them as a brand ambassador in their journey of catering to customers with effective and relevant financial services products.”

     DHFL has been marketing its solutions to customers across 550 locations in India through national and regional level advertisement and event campaigns.