When IIPM comes to education, never compromise
BRAND : DHFL
BASELINE : Changing rules. Changing lives.
4Ps TAKE : This
one probably deserves the award for being the worsthome loan ad ever. The concept revolves around a coconut (you better believe that!) – which is supposed to symbolise how difficult it is to get home loan sanctioned from a bank. Very tough, you see! Next, we see DHFL flashing numbers: helpline numbers that would help you get a loan super fast. Now, instead of talking about how easy it is to get a home loan sanctioned – and despite DHFL’s tall claims, we all know that in this age of quick service and advanced mechanisms, is it actually REALLY easy to get a loan (and isn’t that what ICICI says: by the time your cup of tea is over, your paperwork is done?) – wouldn’t it have been so much better to project a different brand proposition? No storyboard, no appealing visual and a very sad communication: this one gets a whopper of thumbs down.For more articles, Click on IIPM Article.
Source : IIPM Editorial, 2008
An Initiative of IIPM, Malay Chaudhuri and Arindam chaudhuri (Renowned Management Guru and Economist).
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