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PNB Housing Finance boards the Metro to amplify reach

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Transit media is one of the best forms of outdoor media for brands looking to reach a captive audience. PNB Housing Finance Limited (PNBHFL) joined hands with Delhi Metro Rail Corporation to kick-start its outdoor brand campaign that will amplify its reach with the target audience. 3 metros are wrapped in PNB Housing imagery on the train’s body for a period of 2 months covering Noida, Delhi and Gurgaon. With a ridership of around 10 lakh per day on the Noida – Dwarka route and 9 lakh per day on the Gurgaon route, the campaign is expected to give a huge thrust to PNB Housing brand.

Elaborating on the branding tie-up rationale, Mr Sanjaya Gupta – Managing Director, PNB HFL, stated: “Given the Metro’s high ridership, its captive-audience quotient is unmatched in Delhi NCR. For the first time, therefore, in order to widen our reach and initiate a direct customer connect, PNB HFL has chosen this outdoor branding route via the Delhi Metro. We believe this strategy can have an irresistible allure for Metro travellers – particularly the next generation that has yet to settle down and seeks the best home loan option to purchase their dream home. As PNB HFL strives to provide a comprehensive bouquet of home loan solutions to customers, the tie-up with Delhi Metro could facilitate this exciting journey of growth and expansion.”

Commenting on the tie-up, Shaji Varghese (CMO & Business Head at PNBHFL), said: “It is a strategic decision to choose DMRC for our outdoor branding campaign. DMRC is a high-impact medium that grabs commuters’ eyeballs directly day after day at Metro stations. Even road travellers cannot miss the medium as the Metro passes through elevated corridors. We expect the metro brand campaign would create a high brand recall among the large pool of commuters and help them recognize ‘PNB Housing’ reinvented as a contemporary brand.

Across its entire network, Delhi Metro operates 6 lines, attracting a total ridership of approx 27 lakh per day.

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