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MASH Advertising wins GOLD at FICCI BAF Awards 2018

MediaInfoline March 13, 2018
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MASH Advertising, a Percept Company, won the prestigious GOLD at the FICCI BAF Awards 2018 for PNB Housing Finance Ltd. in the International Category for ‘Best Commercial of the Year’. The 19th Edition of FICCI FRAMES honoured the best from the Animation, Visual Effects and Gaming Industry in India with its prestigious Best Animated Frames (BAF) Awards held at the Grand Hyatt in Mumbai on 5th March 2018.

MASH Advertising in collaboration with Illumination Productions had created a unique and memorable animation TVC campaign for PNB Housing Loan featuring Penguins. The objective of the campaign was to communicate the problems associated with rented homes, interfering landlords, and other limitations, and showcased PNB Housing as the perfect solution provider with easy home loans therein offering customers the freedom to live on their own terms. The distinctive features of these TVCs was how effectively human emotions were expressed through animals to stand out from the clutter. The key message of the campaign was – ‘Home Loans from PNB Housing…Surprisingly Easy’.

The emotions and expressions portrayed via the penguins in the TVC made for a gripping story, and the uniqueness of this campaign lay in the fact that no other financial institution has taken such an innovative and creative route before. The TVC campaign with its imagery and tone of voice also effectively repositioned PNB Housing Finance as a modern, youthful and easy to approach, customer centric entity.

Mr. Shaji Varghese, Executive Director, PNB Housing, sounded palpably happy and excited by saying, “These three TVCs made a seamless blending of impeccable quality and gripping human insights. And I am truly excited to see that one of them got the recognition it truly deserved. Heartiest Congratulations to the entire team.”

Amitabha Lahiri, CEO, MASH Advertising, seemed visibly overjoyed with this prestigious win, “It’s a great honor to win a Gold at the prestigious FICCI BAF Awards in the International category for our innovative PNB Housing Finance TVC featuring animated penguins. A critical mass of Indians have been brought up with a copious dosage of animated stories. Some of our best childhood heroes were animated characters. Two components that played a pivotal role in the success of those animated stories were the quality of characterization and the gripping storylines. And that is precisely the “Success Mantra” of our TVCs as well. Winning the FICCI BAF Award has further re-endorsed our conviction in the same.”

Said an ecstatic Shantanu Baagchi, Director, Illumination Productions, “Creating the animated commercials for PNB HOUSING was fun and at the same time a challenging task. We wanted to raise the quality of the animation to an unprecedented level. Mr. Sanjay Gupta, MD, PNB Housing, always had a visionary approach that enabled us to visualize every shot from the very conceptual level itself. Mr. Shaaji Vergese, ED, PNB Housing, showered us with implicit faith and encouragement that pushed us to strive for the best. And we were extremely fortunate to work with Philippe Gluckman of very high international repute who helped to achieve the stunning look and immaculate perfection of the film.”

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