PNB Housing goes outdoor through bird nests and 3D billboards

PNB Housing Finance Limited, the fifth largest housing finance company in India, launched a multi-media, multi-city and high intensity brand campaign starting January 7, 2016. The brief of the campaign revolves around the idea of every human being having the right to an own a home. The campaign aspires to present the fresh face of brand to its customers after undergoing an extensive transformation journey since the last few years. Now, the company is all set to delight customers with a much more efficient service delivery model and aims to reposition itself as a new age contemporary housing finance company. The campaign will focus on all major cities across the country along with region specific activities, installations, etc.

PNB with a Y-o-Y CAGR of over 50 percent in last few years plans to consolidate its brand positioning as it plans to embark on a pan India expansion drive. The campaign is spread over a period of 6 weeks for its first phase. Speaking on the occasion Shaji Varghese, CMO, PNB Housing Finance Limited said, "In the socio-economic backdrop of the 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.”

These outdoor units have grabbed attention with innovation and huge installations at various places across all prominent cities, taking forward the high recall impact properties from the TVC. Talking on the innovations involved, a source from PNB said, "The Weaver Bird's nest was used as the key element to draw focus on the concept of the campaign via three methods. As a teaser, at select places, every day, one piece of the nest was added to the structure to show the gradual development of the nest (building of a house) over a period of time. To spread the campaign further, massive drop downs of the nest (approx 12ft in height) are hung in prominent malls across India. Apart from this, contextual branding on security doors is created to convey the key message that the door to your dream home opens (as) easily with PNB Housing Finance.” MASH Advertising also created an installation at Mumbai Domestic Airport which experiences one of the highest footfalls amongst airports. Interestingly, the nest played the part of the internet router that redirected the airport internet users to PNB's brand film, after the viewing of which one could use free internet for half an hour.

In addition to this, cut outs of the Polar Bear were used for the billboards to awe the viewer by giving them a massive a 3D impression. The campaign has been launched in cities like Bengaluru, New Delhi, Mumbai, Ahmedabad, Kolkata, Hyderabad, Chennai, Jaipur, Rajkot, Coimbatore, Agra, Jodhpur, Bikaner, Bhopal, Indore, Chandigarh, Kochi, Trivandrum, Lucknow, Varanasi, Nagpur and Pune (Any one or a mix from multimedia spread will be used in each city)

Amitabha Lahiri, CEO, Mash added, "The driving force behind the campaign has been to create a platform to connect with the target audience which is not typecast yet emotional. Innovation and smart impact have been leveraged to create a different and niche brand imagery to communicate the ease with which one can get a home loan from PNB Housing.”