Home Credit India looks to build brand resonance with ‘Zindagi Hit!’

Home Credit India looks to build brand resonance with ‘Zindagi Hit!’

This campaign is an effort to redefine home credit brand connect with consumers.


Mumbai: On the occasion of the Diwali festival, Home Credit India (HCIN), a local arm of the leading global consumer finance provider, launched its new brand campaign with the promise of "Zindagi Hit" as an effort to redefine brand connect with consumers in the endeavour to fulfil aspirations. This campaign comes on the heels of Home Credit India having completed 10 years in the Indian market as a Reserve Bank of India (RBI) regulated consumer non-banking financial company (NBFC) this year.

The brand launched as a Diwali campaign film, symbolising its reinvigorated mission to empower people to live the life they want now and reposition HCIN as an enabler of fulfilling wishes and aspirations to bring the joy & happiness customers long for.

Home Credit, in its decadal journey in India, has seen that consumers across income categories have the same expectations from life. However, consumers in low-income categories often keep these expectations suppressed or in waiting owing to constraints in purchasing power. Herein lies the value of Home Credit India, who financially empowers the underserved borrowers through easy and hassle-free loans that bring to reality every wish & aspiration. And when dreams come true, every life moment becomes a hit.

Speaking about the new brand tagline this Diwali, Home Credit India chief marketing officer Ashish Tiwari said, "This year, as we complete a decade in India, we saw it as the right time to take the brand even closer to our customers. Based on the learning imbibed with the "ZindagiHit" tagline, we want to rejuvenate the meaning and connect the brand Home Credit with customers and potential loan seekers. A loan is an empowerment for the right use cases, and Home Credit strives to be the enabler in people’s lives to help them make dreams and aspirations a reality. This way, we at Home Credit India are working with our customers to enable them to make their "ZindagiHit."

The value proposition of Home Credit India’s brand campaign centres on traits such as optimism, progress, trustworthiness, transparency, and that of an enabler, making it a brand of choice when it comes to consumer loans. The festive campaign is live across digital platforms, including Home Credit’s social channels such as Facebook, Instagram, Twitter, YouTube, LinkedIn, and on a popular OTT platform like MX Player.

Adding to the fervour of the festive season and in an endeavour to boost consumer sentiments, this Diwali, Home Credit India makes "ZindagiHit" for customers on purchasing mobiles, consumer durables and home appliances worth at least Rs 20,000 from HCIN’s 50K+ points of sale (PoS) partner shops by giving out a 7.5 per cent cashback against the loan amount, which will directly be debited into the bank account.

Home Credit India also recently launched a campaign "#10SaalBemisal" to celebrate its 10th anniversary. The campaign highlighted the brand's decade-long journey in India and how they have been promoting financial inclusion by enabling credit penetration throughout the nation, resulting in the introduction of borrower-centric services and products like Safe Pay (payment holiday, no pre-payment penalty, and insurance), Care 360 (a holistic healthcare service protection product), Ujjwal EMI Card (the digital pre-set credit limit card), and more.

Having built a strong brand presence in the country, Home Credit India is currently operating in over 625 cities, with a network of 53,000 PoS and a growing customer base of 15 million. A responsible consumer lender, Home Credit India has also engaged more than 3 million individuals through its financial literacy campaign "Paise Ki Paathshala" in order to foster a responsible borrowing culture in society at large.