Mumbai: PNB Housing Finance, a housing finance company, has launched ‘Roshni,’ a vibrant new mascot symbolizing hope, positivity, and empowerment. The mascot, named ‘Roshni,’ meaning “light” in Hindi, reflects the company’s core mission to light the way toward affordable housing for aspiring homeowners across India.
To bring this vision to life, PNB Housing Finance has launched a comprehensive 360-degree marketing campaign that spans television, print, outdoor media, cinema, digital platforms, and social media. The campaign is designed to create a strong, consistent presence across both urban and semi-urban regions, ensuring widespread and meaningful engagement. Additionally, the campaign will be delivered in multiple regional languages, including Hindi, Marathi, Gujarati, Kannada, Tamil, and Telugu, making it inclusive and accessible to a diverse audience.
Speaking about the campaign and the mascot, Girish Kousgi, MD & CEO of PNB Housing Finance, said, “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 homeownership 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 spirited 10-year-old girl with a sun for a head, embodies the optimism, energy, and aspirations of first-time homebuyers. As a relatable and dynamic figure, she simplifies the journey toward affordable housing while personifying the company’s promise to light the way with trust and empowerment. Her presence strengthens PNB Housing Finance’s connection with aspiring homeowners and serves as the emotional heart of the campaign, bridging aspirations with practical financial solutions.
The 360-degree campaign combines mass media, digital platforms, and on-ground activations to create an immersive experience for customers. Through television and cinema advertisements, regional messaging, outdoor visibility, and engaging digital content, PNB Housing Finance aims to ensure a wide-reaching and impactful presence for Roshni.
With the launch of Roshni, PNB Housing Finance solidifies its position as a trusted leader in affordable housing finance. The company has set a target to achieve an affordable housing loan book of approximately ₹5,000 crore through a network of 200 dedicated ‘Roshni’ branches across India by the end of FY25. This ambitious goal underscores PNB Housing Finance’s unwavering commitment to empowering families, building trust, and making homeownership dreams a reality for millions of Indians.
Watch the campaign film:
