Mahindra Lifespaces seeks to spread joy for just ₹1 in latest social media campaign

With the #JoyfulHomecomings campaign, Mahindra Lifespaces is striking meaningful conversations and giving people the chance to own their own home at just ₹1. Jointly conceptualised by Mahindra Lifespaces and Gozoop, the month-long campaign reifies its core proposition of “Joyful Homecomings”; giving it voice and depth, all the while keeping consumer aspirations at the fore. 

Mahindra Lifespaces has been engaging audiences with relevant conversations that have a tangible impact. While real estate brands tend to view digital media as transactional tools to promote offers and drive sales, Mahindra Lifespaces has been using social media to bring alive its core brand tenets. Mahindra Lifespaces, together with Gozoop, sought to re-engineer the landscape. The focus was on developing and cultivating a circle of influence online, wherein the brand would consolidate its identity as one that stands for more than just real estate. 

The #JoyfulHomecomings campaign was crafted around a simple question – “How would you spread joy if you had only ₹1?” The brand took to the streets, asking people the same question. The reactions were surprising. While respondents came up with a range of answers such as buying candy, or donating it, most were hard-pressed to think of an answer. After all, what can one get for ₹1 in today’s time and day? 

For Mahindra Lifespaces, the answer was crystal clear - #JoyfulHomecomings.  The company would facilitate dialogue on #JoyfulHomecomings, and participants would share what #JoyfulHomecomings meant to them. In the process, participants have the opportunity to own their very own home for just ₹1! Because homes may be expensive, but #JoyfulHomecomings are truly priceless and what the brand aspires to deliver. 

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Commenting on the strategic benefits of the campaign, Sunil Kumar Sharma, Vice President - Marketing & CRM, Mahindra Lifespaces, said, “Social media forms a key part of our engagement building effort for the brand. The efforts on social media have focussed on a few key tenets that lie at the heart of the brand and what it targets to deliver. Owning a house is one of the top held desires for most of us and this idea gave us an opportunity to help fulfil the same in a fun and interesting manner. Joyful Homecomings covers the entire journey cycle of a consumer from buying to moving in to their own home, and this initiative helps us bring the brand customer value proposition alive.” 

“In today’s new age, brands need to understand the power of gestures and conversations. They can inspire and influence many, form perceptions, aid the decision-making process, and build brands with a simple Tweet. We understand the power of gestures in this new age medium, and are glad that Mahindra Lifespaces is supportive of such disruptive ideas,” said Amyn Ghadiali, Group Director - Brand Communications, Gozoop. 

The #JoyfulHomecomings campaign has already generated a lot of buzz on social media. As many 5k+ entries have already been received, and total impressions on digital stand at a whopping 50 million+ in just 3 weeks. The overwhelming response has encouraged Mahindra Lifespaces to extend the campaign by another week, until March 22, 2018. 

Mahindra Lifespaces recognises that the homecoming process must be one that creates value for customers and with this campaign, seeks to continue to do so while spreading greater joy.

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