PNB housing finance empowers affordable housing with Roshni

PNB housing Launches ‘Roshni’, a vibrant mascot symbolising hope, positivity, and empowerment which is India’s third-largest housing finance company. PNB housing’s goal of affordable living is named Roshni which is the mascot's name that means light. 

PNB housing Finance rolled out a complete 360-degree marketing campaign spanning television, print, outdoor media, cinema, digital, and social media to bring this vision to life. The campaign builds a strong, steady presence while engaging both urban and semi-urban communities
PNB housing’s wide appeal lies in inclusive messaging in multiple languages. 

Kousgi, MD & CEO of PNB Housing, shares "The Government’s vision of housing for all, driven by various large-scale schemes like PMAY-U 2.0, will help boost affordable housing for millions of Indians and make their home ownership dreams a reality. We are thrilled to introduce our first-ever mascot 'Roshni' as the embodiment of this vision, inspiring confidence and empowering families across the country. This new 360-degree campaign with 'Roshni' will help instil trust, hope, and inclusivity – values that align with our mission to make homeownership a reality for all"

'Roshni', a vibrant 10-year-old with a sun-shaped head, symbolizes the hopes of those buying homes for the first time.Representing the company's values of trust and empowerment, she simplifies the housing journey. Linking hope with affordable solutions, she becomes the emotional core of PNB Housing’s campaign.

To create a seamless and immersive experience for customers, the 360-degree marketing campaign for 'Roshni' leverages a mix of mass media, digital platforms, and on-ground activations.The campaign ensures a wide-reaching and impactful presence, by integrating television and cinema advertisements with targeted regional messaging, outdoor visibility, and engaging content on digital and social media platforms. 

PNB housing finance underscores its position as a trusted leader in affordable housing with this launch. The company reaffirms its commitment to empowering families, building trust, and illuminating the path to homeownership across India with the aim to achieve ~ ₹5,000 crore affordable housing loan book through a network of 200 dedicated 'Roshni' branches nationwide by end of FY25.