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

2. 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.

3. OBJECTIVE OF THE FILM/ THE BRIEF
The 4-5 minute film on Shubham targets the beneficiaries of this initiative - the urban poor
who will be able to benefit from the home finance and home improvement loans offered by
Shubham.
The secondary target group are NGOs.
The film will be emotive rather than informative.

4. 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 the
bytes create credibility and enable the viewers to relate to the concept better. The bytes
and 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 feeling
the 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 this
Film 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 the
Cities.
Please note that all visuals used in the ppt are only indicative.

5. INTRODUCTION
VO in a man’s voice
With matching visuals.
Waise to
Sitaron se bhara
Yeh khula aasman
Bhi ghar hai
Yeh raat bhi ghar hai
tumhara saath bhi ghar hai
Par chalte phirte shehron mein
in shaam aur saveron mein
karoron ki in bheedon mein
Socha
Apna kya hai?
Woh sapna kya hai?
jo subah subah uthlakar
daud dhoop karvakar
thakne nahi deta
rukne nahi deta?
baarishon ke aage bhi
jhukne nahi deta?

6. ON SCREEN TEXT/VOICE OVER
350 million people live in India’s urban centres
This 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?

7. 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 older
the world becomes stranger, the pattern more complicated”
T. S Eliot

8. VOICEOVER/TEXT ON SCREEN
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 loans
to economically weaker sections of society,
we hope to enable 100,000 households to own a home by 2015.

9. VO with matching visuals
representing the aspiration- the
kind of houses they can live in:
Us sapne ki chaar deewarein hain
khidki hain darwaazein hain
us sapne ki kuch awaazein hain
Jo hasnti gaati khilkhilati hui
paas bulati hain.
Khula khula sa sapna hai
Dhoop chan chan ke aati hai
Baarish chat pe
Naachti gaati hai
aur zindagi jhaank ke,
muskura ke jaati hai
BYTES OF PEOPLE ABOUT WHAT HOME MEANS TO THEM.

10. VO continues after bytes:
Waise to
os se bhari
yeh hari ghaas
bhi ghar hai
aur jagmagate shehron ka
jhilmil aakash bhi ghar hai
par jeevan mein kuch paane ka
ehsaas bhi ghar hai
aur apni chaar deewaron ki
yeh aas
bhi ghar hai