Asha Home Loans Activation

Axis – Asha Home Loans Activation

  • Categories: Connect
  • Client: AXIS
  • Axis Bank launched Asha Home Loans in Feb 2014 – a product specially designed for the first time home buyers in the lower-income segment (LIG). Loans can be availed by the LIG for new, resale, ready, under-construction property, as well as for purchasing a plot and constructing a house thereon.
    The 30-year home loan product is being offered to customers with combined family income as low as Rs 8,000-10,000 per month and above. It offers loans as small as Rs. 1,00,000 and up to Rs 15 lakh in towns with population of less than a million under this scheme. In larger towns, the bank will offer Asha Home Loan up to Rs 25 lakh.
    Milestone Connect executed an on ground activation in Mumbai, Pune & Ahmedabad. It was a 15 day canter activity & a 15 day of pre hype activity (3 locations per day).
    A day before the activity we did a pre hype wherein the promoters went to the houses of target consumers and invited them to come and visit the canter tomorrow which will arrive in their vicinity. The invitation was a key chain shaped like a house, all it said was ''Rent Kyun Bharna? Khareedo Ghar Apna' followed by the invitation message.
    On the activity day we arrived with our canter at the selected location. The activation idea was simple yet impacting, and to summarize the idea the concept of it was – If this was your own home, how would you decorate it?
    We wanted to give the target audience the feel of owning (at least momentarily) and decorating the house as they wanted. After completing the activity, the participants would proceed to putting their name on the nameplate. We clicked this moment, framed it and gave it back to the participation. Also a wall clock branded with Axis Bank given to the participants who decorated house innovatively. More so, Axis Bank sales executive discussed with the participants on Asha Home Loans and guided them with the right process.
    We identified some locations where the TG stays and wrapped with Asha Home Loans branding innovatively. We also targeted the regional dailies, railway station platform boards, bus shelter & billboards strategically to capture the maximum eyeballs from this TG.