DDA’s New Campaign Strikes a Chord: “EMI Se Dar Nahi Lagta Sahab, Kiraye Se Lagta Hai”

The Delhi Development Authority (DDA) has launched a relatable and impactful promotional campaign for its ‘Apna Ghar Awaas Yojana’, highlighting the burden of paying rent versus the benefits of owning a home through easy EMIs. 

EMI से डर नहीं लगता साहब
किराए से लगता है!

हर महीने दूसरों के घर में रहने से बेहतर है#DDA अपना घर आवास योजना से
अपना घर बुक करें, वो भी आसान किश्तों में।

विजिट करें : https://t.co/JAnU8KJv9B pic.twitter.com/uRGWgTBYqO

— Delhi Development Authority (@official_dda) July 17, 2025

In a tweet that has caught social media’s attention, DDA wrote:

“EMI से डर नहीं लगता साहब, किराए से लगता है!

हर महीने दूसरों के घर में रहने से बेहतर है

#DDA अपना घर आवास योजना से

अपना घर बुक करें, वो भी आसान किश्तों में।”

The post was accompanied by a catchy visual, showing a woman resembling Bollywood actor Sonakshi Sinha, channeling her famous on-screen dialogue style, saying:

“Installment se dar nahi lagta sahab, house rent se lagta hai.”

“DDA Apna Ghar Awaas Yojana ka flat liya hota to ye rent ka stress hi na hota.”

Affordable Housing, Simplified

The campaign promotes DDA’s ongoing housing scheme, under which flats can be booked on easy monthly installments (EMIs)—making home ownership more accessible to the middle-class and lower-income families of Delhi.

Interested applicants can visit the official DDA portal: https://eservices.dda.org.in

Strong Emotional Connect

With rising rental costs in the national capital, the ad cleverly plays on a sentiment that resonates with thousands—turning a well-known film dialogue into a housing pitch. The messaging underlines the long-term emotional and financial security that comes with owning a home, compared to the uncertainty of monthly rent.

The campaign is part of DDA's broader effort to encourage home ownership in Delhi’s expanding urban landscape and is being viewed as both effective and engaging by potential homebuyers.