The country’s largest low-income housing finance company (HFC), Aadhar Housing Finance Limited (AHFL) has selected SGA PR, a mid-size communications consultancy, as its integrated communications partner. SGA PR won the mandate in a multi-agency pitch, which saw participation from leading PR agencies nationwide. SGA PR will work with AHFL to build a comprehensive programme across brand communications, media relations, capital market PR and digital assets.
The goal requires AHFL to win the trust of its customers in an extremely competitive home loan market with the entire spectrum of national and regional players. SGA PR’s unique proposition to capture the hearts and minds of the customers in every aspect of their lives through bespoke experiences stood out as the winning idea.
Rishi Anand, managing director & CEO, AHFL said, “With the government sharpening its focus on schemes such as Pradhan Mantri Awas Yojana, AHFL as the largest player in the category foresees a tremendous opportunity to enable India’s mission of ‘Housing for All.’ We have found a great partner in SGA PR, with their unique and fresh approach to engaging our stakeholders. The team has an innovative thought process, brings deep in-house expertise, and displays an unparalleled enthusiasm to collaborate with us.”
Rahul Jain & Sudhir Shetty, partners & Jt. CEOs, SGA PR, shared, “Having the faith of the largest player in the low-income housing finance segment is yet another validation of SGA PR’s unique application of PR to achieve business goals instead of only plain vanilla solutions that are ‘coverage driven.’
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