Indiabulls Home Loans wanted to create communication that would vibe with the evolving personality of its core target mind-set-the evolving Indian Man.
The idea of a man in today’s world is constantly evolving. No more is he solely the macho bread-winner; he is a father, a doting husband, and so much more. Much like his interaction with Indiabulls, his personality is also as multifaceted.
While the most recent communication celebrated the hard working guy, the hardworking guy himself had transformed to become a more complete man. A series of videos were created by us to showcase and cheer this new guy – the 100% Dad. “100% Dad. 200% our kind of guy” was a campaign with a series of emotional real life stories that resonated with the emerging image of a complete Indian man.
We killed the idea of a SuperDad, and rebuilt the image of the Great Indian a man. Through 100% Dad, we considerably reduced the daily pressure of being a superhuman. Indiabulls reinvented their image, from a hard-hitting BFSI brand, to a softer one that catered to human emotions.
The Indian man finally got due respect, and the brand accomplished a much required softer image. Thereby, making it more believable and relatable with the evolved consumer personality.
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