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The TVC depicts the consumer's emotional journey during the process of seeking and obtaining a home loan approval. Getting a home loan sanctioned is no mean feat. From doubt in one's abilities and potential, to the generated need for self-assessment, to the questioning of self-worth, the middle-class applicant is never at ease. It's ironic that the decision of buying a home, a product of hard work and determination, is greeted by doubt in place of revelry.
The campaign seeks to reverse this contradiction by acknowledging and celebrating the arrival of the persevering middle-class individual and their many sacrifices.
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