There’s a TV commercial by SBI Home Loans that’s being aired on YouTube, showing a young, seemingly middle class family in a slice of life setting. The young school going son comes home in his cricket gear almost in a heap of tears, saying his entire team was not available because they’ve gone on a holiday.
His little sister also chimes in with a holiday wish. The father then gladdens the children’s hearts saying he too would take them on a holiday – much to his wife’s surprise who knows that the family is weighed down with a home loan.
Though the final message and payoff is linked to a product promise, we found the treatment of this commercial interesting. We could see the logic of the strong creative platform that used peer pressure from family members to get a message across. With a “chuttiyon meing ghoomne chalenge,” storyline, this could just as well been a commercial from a timeshare company.
Another observation you can make here is the shift in family priorities and budget allocations. A holiday with the family is within the same “consider me” basket as a serious investment product. In a sense the leverage point is actually the end destination of the solution.
If a timeshare company took on this platform, interestingly, it would have the same long-term returns story line. Commercials reflect, in many ways, some of the scenarios that currently seem to occupy, or preoccupy the mind of today’s prospects.
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