PNB Housing Finance, a housing finance solution provider, has announced the launch of 'Roshni', a vivid mascot representing hope, positivity, and empowerment. The mascot's name, 'Roshni,' which means "light" in Hindi, underscores the company's pledge to enlighten the way to affordable homes for prospective homeowners.
To bring this vision to reality, PNB Housing Finance launched a complete 360-degree marketing campaign that included broadcast, print, outdoor advertising, cinema, digital, and social media. The campaign ensures a strong and consistent presence, resulting in significant engagement in both urban and semi-urban areas. By providing the messages in numerous regional languages, including Hindi, Marathi, Gujarati, Kannada, Tamil, and Telugu, the company has guaranteed its outreach is inclusive and resonates strongly with a varied group of audiences.
Speaking about the launch, Girish Kousgi, MD & CEO of PNB Housing Finance, stated, "The government's aim of Housing for All, driven by numerous large-scale schemes such as PMAY-U 2.0, would help boost affordable housing for millions of Indians and make their house ownership aspirations a reality. We are excited to unveil Roshni, our first-ever mascot, as the personification of this ambition, inspiring confidence and motivating families around the country. This new 360-degree campaign with Roshni will help instill trust, hope, and inclusivity - characteristics that are consistent with our aim of making homeownership a reality for everyone."
Roshni, a passionate 10-year-old girl with a sun on her head, exemplifies the excitement, energy, and goals of first-time homebuyers. She is an approachable and vibrant personality who simplifies the pathway to affordable housing while embodying the company's mission to illuminate this path with trust and empowerment. Her participation will boost PNB Housing Finance's connection with potential home buyers while also serving as the campaign's emotional heart, connecting hopes with affordable financial solutions.
Roshni's 360-degree marketing strategy combines mass media, digital platforms, and on-the-ground activations to provide customers with a smooth and immersive experience. By combining television and movie advertising with specific regional message, outdoor visibility, and engaging content on digital and social media channels, the campaign ensures a broad and effective reach. By the end of FY25, the company hopes to have a Rs 5,000 crore affordable housing loan book through 200 Roshni branches across the country, reinforcing its commitment to assisting families and promoting homeownership in India.
