At Aadhar, we are committed to the idea that homeownership should be an equal right for everyone.
STRATEGIC OUTREACH
Purpose-Driven Marketing that Transforms Lives
Equal Access Marketing: Aadhar Housing's Commitment to Equitable Homeownership
Ethos
Strategy
he campaign features the resilience and pride of individuals from the low-income groups, pivotal to nation's backbone.
Angle
Titled ‘Majboori,’ emphases stability and security as cornerstones for nation-building under the tagline: 'Ghar Banega toh Desh Banega.'
Impact
The campaign aims to enhance Aadhar Housing Finance's brand identity, market reach, and fortify its stake in new and existing markets.
Campaign Success
Planned
Achieved
2X
More views as Projected
5X
Website Visitors
4X
Campaign Clicks
22%
Increase in Search Result
Evaluating Impact: The Brand Lift Survey
Planned
Before
After
Change
Planned
Increase in Keyword Search Volume
Before
After
Change
22%
Planned
Offers Affordable EMIs
Before
After
Change
26%
Planned
Enables people with 10,000 as Monthly Income
Before
After
Change
19%
Planned
Is the largest player in the low income segment
Before
After
Change
17%
Planned
Purchase Intent
Before
After
Change
33%
Planned
Brand Favourability (T2B)
Before
After
Change
43%
Planned
Message Association – Ghar Banega toh Desh Banega
Before
After
Change
60%
Planned
Online Ad Awareness
Before
After
Change
26%
Planned
Aided Brand Awareness
Before
After
Change
8%
Dynamic Outdoor Marketing Initiatives FY 2024
Aadhar Housing is expanding its distribution network across India to meet the growing demand from urbanisation. The Company strategically places its branches, from main to ultra-micro branches, to efficiently cater to diverse market demands. This structured approach helps control operational costs and ensures optimal service at each location. By analysing demographics and market trends and employing the AGU product for market testing, Aadhar Housing aligns its expansion with actual market needs. Ongoing evaluations enable the Company to adjust its strategy, ensuring effective market penetration and improved service delivery.
Across 29 events, the Company effectively engaged with over 10,000 people, generating upwards of 1030 leads. These activities showcased strong customer interest and extended our outreach significantly.
1,138 Aadhar Parichay and 1,932 leaflet distribution activities resulted in more than 3,000 leads, effectively expanding the Company's reach and customer base.
Implemented wall paintings across 500 locations, covering an impressive 702,172 sq. ft., enhancing Company's visual presence and brand visibility.
Organised Aadhar Housing Finance tied up with media partners Network18 at one of the largest cultural festivals in Karnataka with two significant events in Bengaluru and Shivamoga, engaging with over 10,000 consumers from various strata of society to educate & share offering on home loans
In collaboration with Red FM, the Company hosted a loan carnival, reaching over 1,500 individuals and producing 30 valuable leads. This event capitalized on media partnerships to significantly enhance our visibility and outreach.
The Company actively participated in branding during Maharashtra's Ganapati Festival and West Bengal's Durga Puja, connecting deeply with over 50,000 attendees. These initiatives during culturally significant periods significantly boosted local engagement and brand recall.