MUMBAI: Walls you can scribble on. A nail you can hammer in. A door that bears your name. LIC Housing Finance Limited (LIC HFL) is tugging at heartstrings with its new brand campaign, launched on its 36th Foundation Day. Titled “Apna Ghar… toh apna hi hota hai”, the campaign is a love letter to the emotional highs of homeownership, one mortgage at a time.
The film unfolds like a photo album of real India: a birthday party in a Mumbai chawl, wall scribbles in a Chandigarh flat, DIY home décor in the South, and joyful wall painting in a Bengali household. No dramatic voiceovers, no dream homes from glossy catalogues just simple stories that show how home is more than square footage. It’s where memories are made, walls become storyboards, and every corner says “you”.
Backed by four decades of housing India’s dreams, LIC HFL’s latest initiative celebrates that universal desi sentiment: “Kuch bhi ho, apna ghar toh apna hota hai.” LIC Housing Finance Limited, managing director & CEO Tribhuwan Adhikari calls it a reaffirmation of the trust LIC HFL has built with families across income groups and geographies over the past 36 years.
To dial up the emotion, LIC HFL has also launched a Digital Name Plate Generator, a playful interactive feature where users can visualise their name on a front door, delivering a personalised dose of that ‘first-home’ thrill.
The campaign not only reinforces LIC HFL’s legacy in home financing, but also shows the brand’s evolving digital-first ethos, appealing to next-gen homeowners who want both emotional and financial security under one roof.
From loan documents to love notes on the fridge, LIC HFL’s message is simple: the joy of a home is worth every EMI.