HDFC RED brings nostalgia and excitement back to the fore with its unique Instagram photography campaign, #LanesByLens

HDFC RED, a digital marketplace for home buyers and developers, aims to bring back the importance of the lanes in our lives, through the medium of the lens. The Instagram campaign #LanesByLens was kick started by a photo walk on Saturday, the 10^th of December. The Instawalk witnessed 200+ photo enthusiasts going around Mumbai lanes capturing the various landmarks.The company aims to revive the love for the lost lanes in Mumbai through the eyes of those who cherish them the most, its residents. Today onwards, the campaign is open for everyone to participateby posting picture on Instagram and stand a chance to win exciting prizes. The contest has already received more than 400+ entries. Those who click the winning photographs will be awarded with prizes such as a MacbookAir, smart phones and Amazon/Flipkart vouchers worth Rs. 10,000.

Ongoing from the 10^th to the 14^thof December 2016, #LanesByLens is a great chance for those who love their locality to capture that ‘something special’ which they have always felt exists in the lanes. The hdfcredindia Instagram handle will feature the photographs collected which celebrates the best of Mumbai’s arteries, its various lanes.

To participate in the contest, enthusiasts need to follow @hdfcredindia on Instagram, click a Mumbai lane with a landmark in the photo, upload and tag @hdfcredindia, use the #LanesByLens and add the location.

Commenting on the event, Sohel I S, CEO, HDFC RED said, “One's love for their NEIGHBOURHOOD is almost as deeply-entrenched as that for their home. Every person who lives and grows up in a locality has a different perspective and shares something special with their vicinity, something that can be captured only with the lens of their mind. With the creative campaign #LanesByLens, we want to celebrate the various facets of the lanes of Mumbai through the eyes of the people who call this city their 'home'.”

Elaborating on the concept of this campaign, Rohan Gandhi, Social Media Head, HDFC RED, said, “Unlike other regular street photowalks, we decided to capture the lesser known, yet symbolic landmarks of Mumbai which for an individual, define their address and identity. To cherish these memories and hold on to them, we rolled out the #LanesByLens campaign. We believe cities are made out of lanes and lanes are made out of these small landmarks, which then become an important part of your postal address.”

The contest will close on the 14^th of December 2016 and the results will be announced on 25^th December 2016. Participants aged 16 and above, residing in Mumbai and possessing a valid Mumbai delivery address with a valid ID proof can enter the contest. Although multiple pictures from the same handle are allowed, the pictures need to be taken during the duration ofcampaign only and no pre-clicked pictures will be considered valid.