MUMBAI: DHFL has rolled out its new advertising campaign ‘Aisa Desh Ho Mera’ with the purpose of empowering people to own their dream home in India. 

The campaign, in association with DHFL’s brand ambassador superstar Shah Rukh Khan has been conceptualised by Hyper Collective Advertising agency and directed by the leading Bollywood director Nitesh Tiwari. 

The TVC captures several nuances through boundless emotions of joy, contentment and security in the lives of families living in their own homes. 

The TVC opens with Shah Rukh Khan wishing: Buying a home is everyone’s dream – and it's achievable through the affordable housing finance solutions offered by DHFL. 

DHFL has always launched campaigns where key consumer insights have been the bedrock of the script and settings. The core brand proposition of converting “Real dreams to reality” continues to drive the brand direction.  

The campaign includes 30-second TV spots featured in five languages – Hindi, Marathi, Tamil, Telugu and Kannada – in over 50 channels. The campaign will be further leveraged on the digital, press and outdoor media for larger reach and impact amongst the target audience.

DHFL JMD and CEO Harshil Mehta, said, “This campaign focuses on building conviction amongst the LMI segment. 'Aisa Desh Ho Mera’ envisions the social upliftment that owning a home can bring to the whole nation."

Hyper Collective founder and chief creative officer K V Sridhar said, “The campaign echoes the national sentiment of the need for every Indian to have a roof over their head. SRK has beautifully brought alive the few simple, and treasured moments of the life of a common man with so much ease and emotion.”

Tiwari said, “This campaign is aimed at a larger, noble cause of enabling home ownership. SRK has done justice to his role of an observer of people who are able to finally live blissful moments."