OREANDA-NEWS. November 9, 2011. Tata Capital Housing Finance (TCHFL), a subsidiary of Tata Capital, announces the launch of its new campaign focusing on the home loan segment. The essence of the campaign is derived from a fundamental insight that people have the freedom to truly express themselves, only in their own homes. The television commercial (TVC) breaks on national television from November 9, 2011.

Through the campaign, TCHFL is looking to highlight its home loans offering to prospective home loan customers. Tata Capital home loans offer customised home loan solutions that are based on a deep understanding of the home loan customer’s needs and his specific requirements.

According to Govind Sankarnarayanan, director, TCHFL, “The purchase of a home is one of the biggest decisions taken by any individual and Tata Capital home loans assist the buyer in taking the right financing decision.” He added, “Each home loan customer has individual requirements, and we at Tata Capital home loans offer customised home loan solutions that are flexible and tailored to the specific needs of our customers.”

Conceptualised by Leo Burnett, the TVC brings out the insight that one can live freely only in one’s home, and with Tata Capital’s home loans one can move closer to the joy of owning a home. This thought is brought to life by using the metaphor of a little girl who is interrupted by others around her from freely expressing herself and she finally finds a ‘free’ haven in her own house where she can uninhibitedly express herself.

Elaborating on the creative brief, KV Sridhar, national creative director, Leo Burnett, said, “The idea is based on the fact that people have the freedom to do what they want only in their own homes. And TCHFL empowers people to experience the joy of such a freedom with home loans.  Based on this we came up with a simple yet endearing film told in a refreshing manner through the world of kids. Kids have an innocence that makes the message more engaging and creates empathy among the audience. The film has succeeded on all parameters.”