MUMBAI: Mahindra Lifespaces Developers Limited (‘MLDL’), the real estate and infrastructure development arm of the Mahindra Group, has released two films as part of a campaign to celebrate shared community experiences and joyful homecomings. The campaign builds on Mahindra Lifespaces’ brand proposition of Joyful Homecomings and the excitement around the World Cup that is underway. The films depict the joy of living in a Mahindra Lifespaces home, which is accentuated by project features and amenities designed for shared experiences in the form of community events and celebrations.
Sunil Sharma, VP - Marketing & CRM, Mahindra Lifespace Developers Ltd. said, “Joyful Homecomings transcends the thoughtful design and high-quality aspects that define a Mahindra Lifespaces home, to also include the complete experience of moving in and becoming part of a larger, thriving community. Neighbours play an important part in Indian culture and have always been a great support system in good times and tough ones. Mahindra Lifespaces’ residential projects enable healthy and balanced community living, and our latest films bring to life the insight of how neighbours are an intrinsic component of joyful community experiences.”
Shayondeep Pal - Chief Creative Officer, Network Advertising, added, "Cricket can never be enjoyed alone. As a fan, the fun multiplies when you watch the game with family and friends. This insight worked beautifully well with our brand thought, 'Joyful Homecomings'. The campaign therefore, revolves around excuses people come up with to escape their present surroundings and rush home to catch the excitement. We say, 'Aaj Ghar Jaldi Jaana Hai' in popular parlance. The idea hinges on this."
The campaign comprises two light-hearted films that communicate the brand proposition of Joyful Homecomings by associating it with cricket in an entertaining and humorous way. The films depict the obsession that Indians have with cricket, the excitement associated with the game and even more so when it is with like-minded neighbours & friends. The DVC showcases various situations wherein individuals will prioritise getting home in time to enjoy that much-anticipated cricket match with family, friends and neighbours!
