Unico Housing Finance helps aspiring homeowners access housing finance to turn their homeownership aspirations into reality.
With a focus on underserved and emerging markets, Unico aims to make home loans more accessible to hardworking individuals and families. Unico wanted to strengthen brand visibility and encourage prospective customers to explore its home loan offering across regional markets.
But home loans aren't impulse purchases. They involve high financial commitment, careful consideration and, above all, trust.
Instead of selling the abstract idea of a dream home, we focused on the moment it becomes real: Gruhapravesam, the first step into a new life.
We placed everyday earners, self-employed individuals and entrepreneurs at the heart of the campaign, celebrating their homeownership milestones through familiar faces, personalised storytelling and vernacular messaging.
The idea was simple: when people see someone like themselves owning a home, they begin to believe they can, too.
Hindi · Griha Pravesh
In Indian culture, Gruhapravesam marks the emotional high point of homeownership, celebrating the moment a family steps into its new home.
We identified this cultural milestone as an opportunity to connect Unico with aspiring homeowners, particularly blue-collar workers, auto drivers, daily-wage earners, small shop owners, self-employed individuals and single-income families across regional markets.
“If someone from my background can own a home, why can't I?”
By portraying relatable personas celebrating their new homes, the campaign made homeownership feel more achievable, reduced perceived financial barriers and encouraged first-time homebuyers to explore Unico's home loan offering. The creative direction followed a simple framework:
Persona
Vernacular storytelling and outdoor visibility built awareness, prompted people to search for Unico and guided them towards its home loan offerings.
The strategic shift: from simply advertising home loans to creating a cultural connection that moves people from awareness to consideration.
Paid and digital media impressions.
Interest in the home loan offering.
Form submissions and callback requests.
Qualified leads.
Every home starts with someone who believed they could. See how we tell stories like this for other brands.
Explore More Works