Auto hoods and an LED van carrying the housing subsidy message in Gujarati
The home loan subsidy under PMAY-U 2.0 is worth up to Rs 1.8 lakh, which is a number worth reading twice, so the plan put it where people are stationary or slow. Auto-rickshaw hoods carried it in Gujarati through residential and market roads, and a mobile LED van worked the busier market streets where a moving screen holds attention a static panel does not. Both carried the co-branded scheme mark, so the offer read as a government scheme rather than a sales claim.
Autos put the message at eye level in traffic and in lanes a hoarding cannot reach, while the LED van concentrated the same message where footfall is densest. Running the subsidy figure in Gujarati rather than English kept it legible to the households the scheme is aimed at.
Execution photography from the campaign, captured site by site as each placement went live.