PNB Housing Finance Unveils ‘Roshni’, a Symbol of Hope for Homebuyers

PNB Housing Finance has introduced a new mascot named ‘Roshni’, designed to represent hope, positivity, and empowerment for aspiring homebuyers. The name ‘Roshni’ translates to “light” in Hindi, symbolizing the company’s mission to illuminate the path toward affordable housing and make homeownership a reality for millions.

The launch of Roshni comes as part of a 360-degree marketing campaign aimed at spreading the message of affordable housing across both urban and semi-urban regions in India. The campaign leverages multiple media platforms including television, print, outdoor media, cinema, digital, and social media to engage a diverse audience. By delivering its messaging in a range of regional languages such as Hindi, Marathi, Gujarati, Kannada, Tamil, and Telugu, the campaign is designed to be inclusive and resonate with people across India.

Girish Kousgi, MD & CEO of PNB Housing Finance, emphasized the company’s alignment with the government’s vision of “Housing for All”, particularly through large-scale schemes like PMAY-U 2.0. He shared, “This initiative will help boost affordable housing and make homeownership dreams come true for millions. With Roshni, we aim to inspire confidence and empower families, instilling trust, hope, and inclusivity in our journey.”

Roshni is personified as a 10-year-old girl with a sun for a head, symbolizing optimism, energy, and the aspirations of first-time homebuyers. As a vibrant and dynamic figure, Roshni helps simplify the journey toward affordable housing while representing the company’s core values of trust and empowerment. Her character will be the emotional anchor of the campaign, helping to connect with aspiring homeowners and showcasing PNB Housing Finance’s dedication to making homeownership accessible.

The comprehensive campaign is not only focused on television and cinema but also integrates on-ground activations, creating a seamless and immersive experience for customers. By blending mass media with targeted regional messaging, PNB Housing Finance ensures broad visibility across multiple platforms, including outdoor and digital media. This holistic approach guarantees that the message reaches a wide audience and creates a lasting impact.

PNB Housing Finance is also aiming high with its goals for the future. By the end of FY25, the company plans to establish 200 Roshni branches nationwide, targeting a Rs 5,000 crore affordable housing loan book. This ambitious goal reinforces the company’s commitment to supporting families and making homeownership an achievable dream for many across the country.

The introduction of Roshni is a significant step for PNB Housing Finance as it works to become a leading name in the affordable housing finance sector, offering both emotional and financial support to millions of aspiring homeowners in India.