HDFC Home loan for doctors: direct mail

As most doctors aren’t salaried individuals, they end up paying a higher interest rate on their loans. HDFC Bank was planning to pitch their Home Loan to doctors, wherein they were offering a lower interest rate compared to other banks. On top of that, they were also offering a 50% discount on processing fee. The brief was to pitch this to doctors in the form of a DM.

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Most doctors are overworked. Add to that the higher interest rates they end up paying and you have financial pressure as well. These two combined can put a lot of stress on them.

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The idea was to mask the DM in the form of an ECG report. The ECG report was portrayed as that of the doctor himself. And the diagnosis showed high levels of stress. Then we revealed the offer and how it could go a long way in easing their financial burden.