Gigantic weaver bird nests decorate the cities for latest OOH innovation by PNB Housing Finance

With an intent to familiarize the audience with the revamped image of PNB Housing Finance Limited, the brand along with DDB MudraMax has initiated a multi-media campaign.

The strategy behind the campaign is to communicate the ease with which a consumer can avail home loans from PNB Housing and the convenience it provides in fulfilling their dream of owning a home. Thus, the key message of the campaign is - the door to your dream home opens easier with PNB Housing. Launched in January 2016, the campaign is spread over many cities, both Tier I and Tier II. It has been directed towards the social economic class A and B, especially the audience in the age group of 30-45 years.

Bringing into use an extensive visual extravaganza of exotic birds and animals in their unique dwelling, this 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 and easy service of PNB Housing.

Using 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. The agency fashioned a real nest formation and a weaver bird for the OOH medium. Everyday, one piece of the nest is added to the structure to show the gradual development of the nest over a period of time. The medium has been strategically placed on roads which is frequented by the same set of commuters. Touch points like arterial roads, major junctions, market places, malls, airports, metro and offices and other commonly visited areas have been chosen to execute the campaign. Recently to spread 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 creating contextual branding on security doors at the key malls across India.

Apart from OOH, this concept is also being amplified using TV, Radio, Digital and Print across all the major Indian cities. The agency has brought in several digital innovations to play to enhance the brand recall. For instance, a digital innovation was done on the Times of India website where the name ‘The Times of PNB Housing’ was flashed in a flip-flop fashion. Similar concept was implemented on The Economic Times website which was flashing The PNB Housing Times in the same style. This was followed by a change of cursor with that of PNB Housing logo on Hindustan Times website.

Quoting on the campaign, Mr. 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.”   

Added Amita Karwal, EVP-Media, DDB MudraMax, “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.”

Agency 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