Tata Capital Home Loans says ‘Because Memories cannot be shifted’

NEW DELHI: Tata Capital Home Loans has launched its new advertising campaign themed ‘Because memories cannot be shifted’ or ‘Kyunki yaadein ghar nahin badla karti’.

Crafted from the insight that ‘when we shift across rented houses there always are some immovable things on which our fondest memories are created, that cannot be shifted’, the Campaign highlights the significance of an owned home.

The communication features classic situations which most people can relate to, such as the window which one grows up looking out of, the wall on which siblings usually have their heights measured, a loving mother-like neighbour and childhood best friends.

Conceptualised by Leo Burnett, the campaign conveys the message that Tata Capital understands that the some memories cannot be shifted and hence offers customised Home Loan solutions which help customers acquire their own home.

Tata Capital Housing Finance Limited managing director R Vaithianathan said, “Home Loans are a key segment for Tata Capital. Our constant endeavour is to provide customized 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.”

Tata Capitalhead - brand marketing and corporate communication Veetika Deoras said, “This Campaign is Tata Capital Home Loans’ second mass media campaign, and it builds on our earlier campaign by highlighting another reason to ‘own a home’. The campaign is based on a pertinent and warm insight – that as we move across rented houses, we leave behind many beautiful memories. An owned Home allows us as individuals to grow, with these memories, and not without them.”

The campaign broke on 6 December across print, radio, outdoor and online, specifically targeting the markets of Mumbai, Delhi, Bangalore, Pune, Ahmedabad, Indore and Raipur. The duration of the campaign will be around 30 days.

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