Tata Capital's home memory connect

The home loan vertical of Tata Capital picks up from its earlier campaign about home ownership with the print campaign, 'Kyunki yaadein ghar nahin badla karti'.

As much as shifting houses is tiresome, it also makes one sad because of the memories one leaves behind. Tata Capital Home Loan draws on this emotion in its latest campaign, 'Kyunki yaadein ghar nahin badla karti' (Because memories cannot be shifted).

The two-month campaign, which began this month, takes ahead the brand's 'Aap khulke jite hai bas apne ghar main' campaign, which was launched on TV in November, 2011. While the earlier campaign spoke about the joys of home ownership, the current campaign highlights another aspect of it.

Conceptualised by Leo Burnett, the communication takes off from the insight that whenever people move out of a rented house, there are some fond memories that remain and are always associated with that house. A series of print creatives capture this feeling, with captivating stories woven around images portraying certain places in the house. The message in the Broken Window ad states, 'Kaash ghar ke samaan ke saath meri woh favourite khidki bhi shift ho paati'; the Broken Wall, with height marking, makes the person reminisce, 'Kaash main woh deewar bhi shift kar paata jis par meri lambai ki jung darj hai'; and a little boy, half-covered in bubble wrap, says 'Kaash ghar ki tarah best friend bhi shift ho paate'.

R Vaithianathan, managing director, Tata Capital Housing Finance, says, "Our endeavour is to provide customised and innovative home loan solutions to help the customer own his dream home. With the current campaign, we are confident of enhancing the awareness of Tata Capital's Home Loan offering and reaching out to many more potential customers."

The write up in the ads, which extend to five paragraphs, is considerable compared to today's print ads. However, the company is confident that people will read it. In fact, to capture the attention of readers, Tata Capital will feature the ads on weekends in mainline as well as financial dailies and magazines.

"We have attempted something different through this campaign and even though the text in the ads is long, the stunning images do the job of pushing readers towards the copy,"

says Veetika Deoras, head, brand marketing and corporate communications, Tata Capital.

Apart from print ads, the campaign will also involve radio, outdoor and online media. The campaign is spread across eight cities: Mumbai, Delhi, Bengaluru, Pune, Ahmedabad, Indore, Baroda and Raipur. To increase engagement, the print and radio ads will be brought out in regional languages. In Ahmedabad, Pune and Bengaluru, the radio ads are being aired in Gujarati, Marathi and Kannada, respectively.

Deoras reveals that Tata Capital plans to extend the campaign to the online medium to connect with its target audience. It has invited people to share their memories of houses which they have had to part with. An app has been designed to showcase a virtual gallery of memories. The submissions, in the form of write ups, photographs or videos describing their memories, will be put up on social media channels such as Facebook and YouTube. For outdoor, , Tata Capital will put up innovative hoardings.

A relatively young player in the home loan market (it began operations five years ago), Tata Capital Home Loan plans to become a strong brand and carve a place in the financial market. "Our primary aspiration is to build a bond with individuals. The campaign stands true to what the brand believes in - We only do what's right for you (its tagline)," Deoras adds.

The budget outlay for the campaign is in the range of Rs 5-10 crore, with equal shares for print, radio and outdoor, and online following close behind. Tata Capital Home Loan's products target males, who are 30 years and above. Interestingly, the age profile has undergone a shift, as the 25-35-year age group was not a predominant target group earlier.