Last updated : December 05, 2017 6:53 pm
DDB Mudramax was the media and outdoor agency for the campaign while MASH Advertizing (a Percept Hakuhodo company) delivered the creative expressions
The theme of the campaign centred on using imageries of animals to draw inspiration from their physical traits. For instance, the leopard symbolised speed that characterised PNB Housing’s rapid business growth (being among the leading housing finance companies in India as of March 31, 2015, as per the IMaCs Report). The elephant represented the growth of the company (PNB Housing was ranked as 5th largest HFC by loan portfolio as of September 30, 2015, as per the IMaCs Report).
A large flock of colourful flamingos signified the company’s ability to maintain growth of the bank’s loan portfolio without compromising the credit quality, whereas the depiction of a mother deer and her fawn symbolised the bank’s caring approach to their customers. The OOH campaign was rolled out in cities like Delhi, Mumbai, Bengaluru and Ahmedabad.
DDB Mudramax has executed the campaign while MASH Advertizing (a Percept Hakuhodo company) was the creative head behind the campaign. Tarun Nigam, Executive VP, DDB MudraMax, the media and outdoor agency for the campaign, said, “We are glad be a part of the execution and implementation of the second phase of the PNB housing finance campaign. The campaign is being implemented on different OOH platforms. A key milestone of this campaign is that across media “impact” is the operating word -- all the executions are layered with impactful innovations. We used the visual pneumonic of the “nest" in the first leg of the campaign. And now in this phase “homes” is the key peg. We have created "actual home replicas" on the hoardings, at airports and mall environments. We have specifically dominated the Bombay Stock Exchange locality.”