Bollywood actors campaign for Trust

What campaign ideas, social metrics and partnerships drives IIFL Home Finance? Madhvi Gupta, Head - Marketing, Corporate Communications, ESG and CSR, unwraps the playbook:

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Ravi Lalwani: Describe 1 or 2 strategic initiatives under marketing in the last 12-18 months at IIFL Home Finance.

Madhvi Gupta: Over the last year and a half, we at IIFL Home Finance have launched several exciting marketing campaigns to engage with our target audience. One standout campaign was ‘Bharosa Bhau,’ which kicked off in early 2024. For this, we collaborated with the reliable actor Pavan Malhotra to deliver our message, ‘Saath Honge Kaamyaab’, emphasizing our commitment to being a trusted partner in the home-buying journey. The campaign garnered strong brand awareness and recall, resonating particularly with our target group in both urban and regional markets, who connected with the protagonist's depiction of faith and trust in making financial decisions.

Later, during Diwali 2024, we launched the ‘Bharose Ki Keemat’ campaign, featuring the witty Abhishek Banerjee, known for his role in Stree. Using humor, the campaign highlighted the critical role of trust in finance, striking a chord with our audience. The campaign's success led to a sequel, which further strengthened our narrative of trust and reliability.