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The OOH campaign has been ideated and executed by DDB MudraMax.
We all aspire to have that dream home of ours, but often, fail to realise that dream due to lack of financial resources. But, there are ways to turn that dream into reality. PNB Housing Finance, a subsidiary of Punjab National Bank (PNB) can perhaps do just that -give us our dream home.
The New Delhi-headquartered housing finance company has launched its month-long multi-media campaign in the second week of January, to help people own their own homes. The campaign aims to communicate to its customers the ease with which they can avail home loans from PNB Housing Finance and realise their dream to own a house.
The installation has also been executed at Mumbai's Chhatrapati Shivaji International Airport which experiences one of the highest footfalls in India, in addition to mall activation through contextual branding on security doors at malls carried out in the seven cities of Delhi, Mumbai, Bengaluru, Ahmedabad, Jaipur, Hyderabad and Pune. A Mumbai Metro jingle has also been created as part of the activation.
Commenting on the campaign, Shaji Varghese, chief marketing officer, PNB Housing Finance, says, that in the socio-economic backdrop of Indian society, the decision to purchase a house is a carefully constructed emotional decision. "This makes it even more imperative for the home loan provider to make the right connect with the customer. Besides being trustworthy and transparent, it is important that the financial institution providing the home loan brings in ease and convenience to the customer throughout the loan journey. With this campaign, we want to drive a single point message: door to your own home opens easier with PNB Housing, he says."
Amita Karwal, executive vice-president, media, DDB MudraMax, adds, "Through this campaign, the effort has been to create a differentiated imagery for PNB Housing Finance in the category. The media strategy has leveraged the brand insight across key touch points that will result in buzz and word-of-mouth."