PNB Housing Finance gets a gigantic weaver bird touch

Conceptualised by DDB MudraMax, the OOH campaign has been ideated with an intent to familiarize the audience with the new brand image

BestMediaInfo Bureau | Mumbai | January 21, 2016

DDB MudraMAx has initiated a multi-media campaign for PNB Housing Finance Limited with intent to familiarize the audience with their revamped image.

The concept behind the campaign was to communicate ease with which consumers can avail home loans from PNB Housing and the convenience it provides in fulfilling their dream of owning a home. Thus the key messaging being PNB Housing opening a door to your dream home. Launched in January 2016, the campaign is spread across Tier I and Tier II cities. It has been directed towards a social economic class and an audience age group of 30-45 years.

Using extensive visualisation of exotic birds and animals, this unique campaign draws parallel between animals and human beings. It attempts to establish the fact that Mother Nature has not made provisions for a rented accommodation and thus animals make their own homes, but human beings tend to live in rented homes. PNB HFL believes that every human being has the right to own a home and this can be made easier with the hassle free with PNB's Housing services.

Conceptualised on the Weaver Bird's nest as the key element to draw focus on the concept, innovations around key strategic OOH formats – billboards, installation in airports and malls have been created. Fashioned in a realistic manner, the agency has used the real nest formation of the weaver bird for the OOH medium. The medium has been strategically placed on roads.

To take the campaign further, the nest was also hanged in prominent malls across India. The agency also created an installation at Mumbai Domestic Airport which experiences one of the highest footfalls amongst airports along with other contextual branding on security doors at the key malls across India.

Apart from OOH, this concept will also be amplified using TV, Radio, Digital and Print across major Indian cities. The agency has also brought in several digital innovations to play and enhance the brand recall.

Shaji Varghese

Commenting on the campaign, 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.”

Amita Karwal

Amita Karwal, EVP-Media, DDB MudraMax, said, “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 insights across key touch points that will result in buzz and word of mouth.”

The OOH:

Credits

President, DDB MudraMax, Media: Sathyamurthy Namakkal

Head of Ideas, DDB MudraMax: Aneil Deepak

Executive Vice President, DDB MudraMax-Media: Amita Karwal

Sr. VP-OOH & Experiential, DDB MudraMax: Pushpendra Singh

Client Servicing & Account Management: Nitin Singh, Ashish Grover, Banit Singh

Creative: Arpan Jain, Surendra Pandey, Shravan Mairale, Rajinder Pardesi, Daneil Leone, Rajesh Khanna

Operations: Bhuwan Pandey

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