he very first TV commercial from Dewan Housing Finance Ltd (DHFL), the second largest housing finance company in the private sector, makes you sit up and take notice. That�s because it is not just about selling dreams or dream houses.

"DHFL, which has completed 20 years in business, has always kept a low profile as far as media is concerned," says Kapil Wadhawan, managing director, DHFL." With the new TVC, we want to bring out the philosophy that drives the company." The company�s core business is providing home loans to the lower-middle income group with a monthly income of Rs 4,000 to Rs 15,000. "The prevailing business sense assumes that such a group is a high-risk category and its capability to repay is suspect. But DHFL has been addressing this segment for years, and has developed systems and processes that have effectively managed to disprove these myths."... more