Mahindra Lifespaces scores with its light-hearted digital video campaign

image-mahindra lifepaces new Digital video campaign-MediaBrief

Shared community experiences and Joyful Homecomings. That’s the basic promise Mahindra Lifespaces Developers Limited (MLDL) makes to its customers. And both promises meld well with what the ICC Cricket World Cup is all about, and so well made ad films from the company around the ongoing CWC actually ‘community’ and ‘celebrations’ to the MLDL promise-equation, and thanks to a very clever opening storyline, each takes you chuckling to the eventual vicarious product experience – the product offering, which, sensitively, is  not a brick-and-mortar plug but a heart-warming glimpse of the happiness, camaraderie and joy   of watching the world cup together. Set  in spaces with great project features and amenities designed for shared experiences in the form of community events and celebrations.

The films are well scripted, cast, enacted and made – as light-hearted films that communicate the brand proposition of Joyful Homecomings by associating it with cricket in an entertaining and humorous way. They’re about cricket-obsessed Indians and their excitement when it comes to watching the game with like-minded neighbours and friends. If the priority is to reach home in time for a match viewing, well, as the characters seem to say, “Wild horses couldn’t keep me!”

Watch the films here:

Sunil Sharma, VP – Marketing & CRM, Mahindra Lifespace Developers Ltd., says, “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, says, “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.”

Mahindra Life Spaces Digital Video Campaign credits

  • Name of the creative agency – Network Advertising
  • Chief Creative Officer – Shayondeep Pal
  • COO – D B Murli
  • Chief Strategy Officer – Sunit Khot
  • Creative Team – Saikat Sengupta, Vivek Jadhav, Sandeep PK and Praveen Chauhan
  • Account Management Team – Samson, Riyaz Ahmed and Richa Tomar
  • Production house – Sparrow Films
  • Director – Kshitij Dua

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