Tamil auto branding for a home loan without income proof
Home First lends to buyers who often cannot produce a salary slip, and that is the whole proposition. The creative said it plainly in Tamil, that a home loan is possible without income proof and that approval takes two days, and it went on auto-rickshaw rear panels so it sat in front of the vehicle behind for the length of every signal. Autos work the residential roads and market streets where the self-employed customer base lives and trades.
A rear panel is read at a standstill, which is the right place for a message that needs two lines rather than a glance. Putting it in Tamil, on the vehicle that serves those neighbourhoods, kept the cost per contact low while reaching exactly the borrower the product was built for.
Execution photography from the campaign, captured site by site as each placement went live.