OREANDA-NEWS. December 21, 2012. 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.

Speaking at the launch of the campaign, R Vaithianathan, managing director, Tata Capital Housing Finance, said, “Home loans are a key segment for Tata Capital. Our constant 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.”

Also commenting on this unique campaign, Veetika Deoras, head, brand marketing and corporate communication, Tata Capital, 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 will run from December 6, 2012 across print, radio, outdoor and online, specifically targeting the markets of Mumbai, Delhi, Bengaluru, Pune, Ahmedabad, Indore and Raipur, among others. The duration of the campaign will be around 30 days.