LIC Housing Finance urges Indians to reconnect with their neighbours, ET BrandEquity

LIC Housing Finance, India’s housing finance company, has unveiled a new brand campaign.

As our lives have become busier, our connection with a very important part of our lives has become weaker – our neighbours, those who stay closer to us.

Through this five-video campaign supported by static media, LIC Housing Finance urges Indians to reconnect with their neighbours, to bond with them, to be there for them, to act like good neighbours do. The campaign line that summarises this thought is ‘Achche padosi milte nahin, bante hai’. You don’t just find good neighbours, you become good neighbours.

Tribhuwan Adhikari, Managing Director & Chief Executive Officier of LIC Housing Finance , said of the campaign, “Our brand name exudes trust and relates with easy, affordable home finance solutions for India’s middle class. Through this campaign, we wanted to reinforce a core value that has always been a part of the Indian mind-set – that our neighbours are like our extended family. In these fast-changing times, holding on to that value is more important than ever.”

This thought will be expressed in nine Indian languages, and broadcast across channels and digital media to reach homeowners across the length and breadth of the country.

The campaign, conceptualised and produced by De Works Communications, a Mumbai-based agency, is directed by Nitin Mali and features some well-known actors, including Hiten Tejwani and Hetal Puniwala.

Watch the video here:

• Published On Feb 19, 2025 at 03:00 PM IST

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