“The ache for home lives in all of us, the safe place where we can go as we are and not to be questioned.”

BACKGROUND AND CONTEXT

With the opening up of the Indian economy, more and more people have shifted base to the cities in the hope of earning a few thousands more. 350 million people in India live in urban centres today and this figure is slated to double by 2030. This has led to a crisis like situation in major urban centres especially in the housing segment with almost 60% of the urban population living in slums or low quality houses given affordability issues and poor access to credit.

Finance, as in all other asset classes, has been seen as the most important driver in providing access to housing for individuals, more so among the urban poor and plays a key role in improving affordability of consumers. It is with this backdrop that Shubham Housing Development Finance Company was launched, to focus on addressing the gap in provision of credit to the urban poor.

OBJECTIVE OF THE FILM/ THE BRIEF

The 4-5 minute film on Shubham targets the beneficiaries of this initiative - the urban poorwho will be able to benefit from the home finance and home improvement loans offered byShubham.

The secondary target group are NGOs.

The film will be emotive rather than informative.

CONCEPT

The film uses a mix of Hindi poetry, bytes of target group, and supers on the screen.The poetry creates the emotion, the supers give out the most basic information and thebytes create credibility and enable the viewers to relate to the concept better. The bytesand the supers are intercut with the poem which forms the structure of the film.

TREATMENT

The film will use a combination of stock footage that is representative of the feelingthe film/poetry is trying to evoke and footage that we will shoot of people who represent the profile that Shubham is targeting. The mix of Hindi and English makes thisFilm multipurpose…it can be used for a variety of audiences. The first few lines of the poem Speak of ‘home’ in a metaphorical way, but also of rural India…the places where urban migrants come from…their real ‘home’ . The imagery then changes to that of theCities.

Please note that all visuals used in the ppt are only indicative.

INTRODUCTION

VO in a man’s voiceWith matching visuals.

Waise toSitaron se bharaYeh khula aasmanBhi ghar hai

Yeh raat bhi ghar haitumhara saath bhi ghar hai

Par chalte phirte shehron meinin shaam aur saveron meinkaroron ki in bheedon meinSochaApna kya hai?Woh sapna kya hai?jo subah subah uthlakardaud dhoop karvakarthakne nahi detarukne nahi deta?baarishon ke aage bhijhukne nahi deta?

350 million people live in India’s urban centresThis figure will double by 2030

Out of these 350 million, 60% live in slums or low quality housing.

There is a need for 21 million affordable homes in India.

Because a home is not just four walls, it is a person’s identity, a place of security and shelter,a place of love and warmth.

And everyone who earns his living deserves it. So what is keeping them from getting it?

ON SCREEN TEXT/VOICE OVER

This is followed by BYTES FROM PEOPLE WHO SHUBHAM IS TARGETING- They talk about the current market situation and the difficulty in getting loans and financing for homes etc.

“Home is where one starts from. As we grow olderthe world becomes stranger, the pattern more complicated”

T. S Eliot

Irrespective of the source of income, every earning individual should be able to make a better home for themselves.

This is where we come in.

By providing simple and affordable home loans and home improvement loansto economically weaker sections of society,

we hope to enable 100,000 households to own a home by 2015.

VOICEOVER/TEXT ON SCREEN

VO with matching visuals representing the aspiration- the kind of houses they can live in:

Us sapne ki chaar deewarein hainkhidki hain darwaazein hainus sapne ki kuch awaazein hainJo hasnti gaati khilkhilati huipaas bulati hain.

Khula khula sa sapna haiDhoop chan chan ke aati haiBaarish chat peNaachti gaati haiaur zindagi jhaank ke, muskura ke jaati hai

BYTES OF PEOPLE ABOUT WHAT HOME MEANS TO THEM.

VO continues after bytes:

Waise to os se bhariyeh hari ghaas bhi ghar haiaur jagmagate shehron ka jhilmil aakash bhi ghar hai

par jeevan mein kuch paane kaehsaas bhi ghar haiaur apni chaar deewaron ki yeh aasbhi ghar hai