Home loans help individuals to fulfil their aspirations to own a home. However, committing to regular monthly interest payments over a long home loan tenure may trigger uncertainty and anxiety among people.
Keeping these concerns in mind, PNB Housing Finance has launched a new, integrated marketing campaign, ‘Home loan so easy, life is worry free’. The campaign has two short films addressing the worries that homebuyers have when opting for a loan. In the first film, an SME business owner is browsing properties online when a particular home catches his attention. In the second film, a young couple is seen in a sample flat and the wife is excited. A miniature alter ego appears on the protagonists’ shoulders and questions them about the choices a home loan will force them to make, such as choosing a loan over life goals or business expansion. The films then resolve this dilemma by informing viewers about PNB Housing Finance’s home loans that come with hassle free, attractive interest rates and longer tenures.
It highlights key features such as 30 years loan tenure and loans up to 90% of the property value.
Link 1: https://youtu.be/dT3bBKPhWco
Link 2: https://youtu.be/5rBGEn230MA
PNB Housing Finance has adopted a 360-degree marketing approach for the campaign. The print advertisements will be carried in newspapers covering seven languages – English, Hindi, Gujarati, Marathi, Tamil, Telugu, and Kannada. The advertisements have already been rolled out in some of the major print publications and will be featured on leading television news channels as well. Individuals will get to see TV ads via L-band and Aston broadcast on two Hindi channels for national reach and two regional channels for each of the target markets in rural regions. The cast includes region-specific actors building a strategic connection with the audience.
PNB Housing has also engaged in a digital advertising effort, including web banners as well as Google, YouTube, Facebook, and Instagram advertisements. All of these are meant to ease the concerns property buyers have before committing to a loan.
Through its unique execution, the ‘Home loan so easy, life is worry free’ campaign effectively establishes how home loans from PNB Housing Finance are easy to manage.
