Aadhar Housing Finance (AHFL) has rolled out a new brand campaign, “GharLelo,” built around a familiar piece of advice many Indians hear: buy a house. Through two films, the campaign looks at what follows that suggestion, focusing on the financial stress, social pressure, and procedural complexity that often come with homeownership.
The campaign is aimed at aspirational homebuyers, particularly those in the economically weaker sections (EWS) and low-income groups (LIG), for whom securing a home loan can be a difficult process. By using two different narratives, the films attempt to show both the emotional weight of the decision and the systemic hurdles involved.
The first film follows the journey of a driver navigating financial constraints and societal expectations while trying to secure a home. The second, titled ‘Daga Seth’s Challenge,’ takes a more dramatized route, drawing on Bollywood-style storytelling to highlight how difficult the process of getting a home loan can feel.
Across both films, the messaging stays consistent: the company wants to position itself as a partner in the process rather than just a financial institution. The campaign carries the line, “Aadhar Housing Finance sawaal nahi, saath deta hai,” emphasising simplified procedures, faster approvals, and accessible documentation.
Link to the campaign:
Rishi Anand, MD & CEO of Aadhar Housing Finance Ltd., said, “For every Indian, the dream of owning their home starts with an idea or a suggestion, ‘ghar lelo.’ Yet, the process of achieving it is often associated with uncertainty. At Aadhar Housing Finance, however, we are committed to ensuring that it is not an intimidating process. With this campaign, we aim to reassure our customers that they can count on us at every step.”
Noel Mascarenhas, Head of Marketing at Aadhar Housing Finance Ltd., said, “The aspiration to own a home is deeply personal, yet for many the journey is one with financial hurdles and social pressures. Through GharLelo we capture that emotional reality and resilience of individuals who continue to pursue their dream despite these challenges. The approach to the second film is rooted in slapstick Bollywood comedy, the underlying message in ‘Daga Seth’s challenge’ is the near impossible challenges that our home buyers face when it comes to owning a home, the biggest one behind the inability to get a loan. But armed with the right home loan partner, every challenge seems smaller.”
