Is your home worthy of you?

Buy only that dream home that is worthy of you. Yes, this is what Aditya Birla Housing Finance Ltd. (ABHFL’s) new ad campaign says. The Aditya birla Group has launched a new website www.trueworth.co.in which will help you find the home that you deserve.

With this new campaign, ABHFL aims to bring about a change and create a distinctive offering as they provide Home Loans by considering the True Worth of an individual and not merely by ones earning potential. This website intends to become a platform for home hunters to find the best home loan  for their needs so that they can buy that perfect home that they are worthy of.

“during our research, we learned that a home loan customer in India feels regretful about the fact that his worth for purchasing a loan is determined basis his current and past reality and not on the weight of his future potential,” says Ajay Kakar, Chief Marketing Officer – Financial Services, Aditya Birla Group adding that this was the primary reason why the company thought of launching trueworth.co.in.

“Aditya Birla Finance Home Loans” aims to change the mindset of Indian middle class population for whom even words like Home Loans. EMIs. Interest Rates. Are uncomfortable. They want the home of their dreams, but end up with a house they can just about afford. Because we rarely get the loan amount we are truly worth. This ad campaign is thought provoking,” explains Pallavi Chakravarti, Senior Creative Director, Taproot India, the company responsible for the advert for www.trueworth.co.in.

jatia house

Chairman of the $41billion Aditya Birla Group, Kumar Mangalam Birla emerged as the highest bidder for the sea-facing Jatia House in Mumbai’s largest-ever property deal. Birla proffered Rs 425 crore to buy the two-storey house in the city’s tony Malabar Hill area during a day-long auction on September 7th, 2015.
Jatia House is owned by the MP Jatia Group. The Jatias purchased the bungalow in 1972 from Meher Cawasji Vakeel. The Birla family, currently residing in Mangalyan at Altamount Road, plans to retain the new bungalow for personal use. A number of industrialists who have been born and brought up in south Mumbai, are now buying bigger spaces as their children grow up.

Birla has already paid 10% of the deal amount as token which will be closed in the next one month. Birla outpaced  five bidders, including Ajay Piramal ‘s Piramal Realty, for the 30,000 sq ft bungalow. This is the most expensive real estate transaction of Mumbai , after Sajjan Jindall’s purchase of Maheshwari House for Rs 400 crore and industrialist Adi Godrej ‘s bid of Rs. 372 crore for Mehrangir, the iconic bungalow of Homi Jehangir.