PNB Housing Finance unleashes its animal traits in new campaign

After their first brand campaign launched early this year, PNB Housing Finance is back with its corporate campaign. The 5th largest housing finance company in India by loan portfolio (as of September 30, 2015 as per IMaCs Report), PNB Housing has launched the campaign through an adroit mix of print, digital, TV and outdoor in multiple cities, starting September 2016.

While the creative agency is MASH Advertising, a Percept Hakuhodo Group Company, DDB MudraMax is the media and outdoor agency.

As an extension to the earlier released brand campaign, the corporate campaign has been designed to apprise customers of the company’s strengths and milestones.

The theme of the campaign has been retained as animals to draw inspiration from their physical traits. For instance, the reason for choosing Leopard is its speed, which symbolises PNB Housing’s fastest growth among the leading housing finance companies in India as of March 31, 2015, as per IMaCs Report.

The Elephant, on the other hand, represents the growth of the company. A large flock of colourful Flamingos signifies the company’s ability to maintain the growth in its loan portfolio without compromising on the credit quality, while the care depicted by the mother deer and her fawn represents the way in which the company handholds its customers. In a way, the company has aligned the manifestations of nature as its own traits.

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The multimedia campaign includes an array of innovative creative across all mediums of TV, print, OOH and digital. The outdoor creative revolves around colourful miniature houses along with weaved giant houses installed at prominent sites.

Shaji Varghese, Business Head and GM, PNB Housing Finance, commented, “We understand that buying a home is a very emotional decision and we at PNB Housing do our best to offer exclusive experience and services to our customers. In line with that, our present campaign has been designed to highlight our key corporate messages, talking about the company’s strengths and strategies. The theme revolves around animals, who inspire us by their physical traits. The campaign creatively uses them to turn the manifestations of nature into PNB Housing’s story – fast growth, market strength, customer centricity and reliability. This campaign is our effort to remain connected with the consumers, establishing PNB housing as a new generation housing loan provider.”

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 across 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 mnemonic 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’ in the hoardings, airports and mall environments. We have specifically dominated the Bombay Stock Exchange locality as well, where we have taken branding across, for example, umbrellas for all the street vendors and the tropllin of the shops has been converted into brand colours.”

Amitabha Lahiri, CEO, MASH Advertising, added here, “The home buying category is increasingly assuming newer complexities with emerging trends both in terms of consumer preference and the assortment of product offerings. In the kingdom of Mother Nature, every living species is destined to grow as per her rules. And stagnation is a clear ‘No’. We have drawn a parallel to that of the phenomenal growth story of PNB Housing in the print, digital and the OOH campaign.”


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