PNB Housing Finance, a leading housing finance company in India, has introduced ‘Roshni’, a vibrant new mascot that symbolizes hope, empowerment, and positivity.
The name “Roshni,” meaning “light” in Hindi, aligns perfectly with the company’s mission of illuminating the path toward affordable housing for millions of aspiring homeowners across the nation.
To amplify this message, PNB Housing Finance has launched a comprehensive 360-degree marketing campaign that aims to create a significant presence across multiple platforms, including television, print, outdoor advertising, digital media, and social channels. The campaign is designed to reach urban and semi-urban audiences, ensuring it resonates with a diverse demographic. Notably, the campaign is available in various regional languages such as Hindi, Marathi, Gujarati, Kannada, Tamil, and Telugu, reinforcing PNB Housing Finance’s commitment to accessibility and inclusivity.
Girish Kousgi, Managing Director and CEO of PNB Housing Finance, highlighted the importance of the Government’s Housing for All initiative and the role of affordable housing schemes like PMAY-U 2.0 in realizing homeownership dreams for millions of Indians. He emphasized, “We are proud to introduce Roshni as a symbol of this vision—one that embodies trust, hope, and empowerment. This 360-degree campaign will play a crucial role in fostering confidence in our offerings and making affordable housing accessible to families nationwide.”
Roshni, a lively 10-year-old girl with a sun-shaped head, brings a fresh and optimistic face to the campaign. Her character embodies the energy, aspirations, and dreams of first-time homebuyers. As a figure of empowerment, Roshni personifies PNB Housing Finance’s promise to guide individuals toward homeownership with trust, transparency, and support. The mascot’s vibrant personality connects emotionally with prospective homeowners, simplifying their journey toward owning a home while maintaining a human touch.
The 360-degree marketing strategy combines traditional and digital media to ensure that the campaign reaches a wide audience. Television ads, cinema spots, outdoor media, and digital engagement will all feature Roshni, driving home the message of affordability and inclusivity. In addition to mass media, PNB Housing Finance plans to carry out on-ground activations to engage directly with communities, reinforcing the message of hope and financial accessibility.
PNB Housing Finance’s ambitious growth strategy for affordable housing includes expanding its loan book to ₹5,000 crore through a network of 200 ‘Roshni’ branches across India by the end of FY25. This goal underscores the company’s unwavering commitment to empowering families and making homeownership achievable for millions.
With Roshni, PNB Housing Finance continues to strengthen its position as a trusted leader in the affordable housing sector, and the new mascot is set to inspire confidence and trust among prospective homeowners. By focusing on the values of hope, empowerment, and trust, the company aims to make the dream of owning a home a reality for millions of Indians, supporting the government’s vision for a brighter, more inclusive future