Mahindra Lifespaces’ campaign celebrates new-found importance of home
Mahindra Lifespaces® has launched a new ad film that explores how the relationship with our homes has transformed over the last few months of lockdown. Our homes have re-emerged as the centre of our lives by providing safety, security, comfort and entertainment, all the while making it possible to spend quality time with our families and loved ones. The film highlights how the home now meets multiple requirements while doubling up as a workplace, entertainment zone, learning hub and social hangout. It celebrates gratitude towards the home for the many meaningful roles it has come to play in each of our lives.
Conceptualised and executed by Network Advertising, Mahindra Lifespaces’ #GharKoBoloHappyDiwali campaign is aligned to the brand’s promise of ‘Joyful Homecomings’ and emphasizes how every part of the home has acquired new-found meaning and purpose for occupants. For example, while balconies have transformed into workout spaces, living rooms have been converted into study zones, workspaces and indoor cinemas. Many of us have learned to cook for the first time or have mastered new skills in our homes while creating new memories that will be cherished forever.
Viral Oza, Chief Marketing Officer, Mahindra Lifespace Developers Ltd., said, “With most of us celebrating Diwali at home this year, this is a good time to remind ourselves of how our homes now play an integral role across all aspects of our lives. Through this campaign which celebrates the home as a haven and enabler of healthy interactivity and purposeful, active living, we seek to highlight how our homes are so much more than a collection of brick-and-mortar spaces.”
Shayondeep Pal, Chief Creative Officer, Network Advertising, said, "As we gradually came out of the lockdown, we looked back at how we spent our days at home. While our first film was about ‘Jab Zindagi Dobara Patri Pe Aayegi…’, we took the idea forward, tying it up with Diwali. The idea was to thank the very same home, the spaces that stood by us, and therefore wishing each room for the role they played. The home, in a sense, became a person to whom you wished ‘Happy Diwali.’ That sort of attachment made us realise the warmth a home generates. It surely is joyful.”
“The film was scripted, shot and produced in less than ten days. The approach was to keep it simple, without the lure of poetry. Visually, we picked instances, borrowing from our own lives, rather than constructing ‘addy’ stories. The result, hopefully, is a film that each one of us can relate to - something that tries to transcend the boundaries of what we call an ad versus what we call life,” added Shayondeep.
Name of the Creative Agency – Network Advertising
Chief Creative Officer – Shayondeep Pal
Chief Operating Officer – D B Murli
Executive Creative Directors – Rajen Joshi, Ishrath Nawaz
Vice President (Client Services) – Samson Gvk
Account Management Team – Riyaz Ahmed, Richa Tomar