Club Mahindra has rolled out a campaign that aims to bring families together during vacations. The film has been conceptualised by FCB Interface.
It opens at one of Club Mahindra's properties by the water. A man is on his phone, while his wife is reading a book. Their son is fishing with a rod. The boy seems to have caught something and is excited with the prospect. As he pulls the rod, the 'catch' lands on his mother's book. The lady is petrified by the plant the child has 'fished' out of the lake. She jumps and screams, while the boy and his father look on. The son is excited to have her attention. He goes on to scare his mother further by taking the rod towards her as she runs away and around the cottage. The father too drops his phone and joins them. The parents exchange a knowing look, as they realise the newfound delight of their son. A voice over says 'Jab aap bachche ban jaate hai, bachche dost ban jaate hai' (When you become a child, children become friends), before pitching Club Mahindra as the place where this happens.
Giridhar Seetharam, CMO, Mahindra Holidays and Resorts India, said “Our experience of providing memorable vacations for the past two decades has provided us with a keen insight into consumer behavior and holidaying patterns. Fast-paced lifestyles have ensured that today the home has become just a space for cohabitation rather than bonding and togetherness. Vacations are thus, a fantastic opportunity for the entire family to relax and experience shared moments of fun, laughter and happiness. Club Mahindra is synonymous with these unique experiences and our new campaign seeks to inspire viewers to make family holidays a priority.”
Robby Mathew, CCO, FCB Interface, said, “When we take the time to play with our children, they end up becoming our friends. And as we all know, there is no generation gap between friends. The film simply brings alive this fact.”
Joe Thaliath, CEO, FCB Interface, added, “In today’s high pressure environment everyone is on call 24x7. Research revealed that the consumers live with an unresolved guilt. Torn between the desire to provide time and an aspirational life to the family while being committed to their occupational demands, even when on a holiday. Holiday decisions therefore have become all about room, nights, destinations and deals. In this backdrop we wanted to remind the consumer what a ‘real holiday’ was and show him the value of a Club Mahindra holiday. This campaign builds on this insight and beautifully depicts how the unique experiences in Club Mahindra help him connect and re-bond with his family."
The campaign also has print, digital and OOH legs.
Client: Mahindra Holidays and Resorts India
Creative agency: FCB Interface
Creative team: Robby Mathew
Account management: Mitushi Verma, Ravi Sangtani, Shuchi Kothari, Yakshit Shetty
Director (of the film): Vinil Mathew
Executive producer: Swadha Kulkarni
Production house: Breathless Films
Post production studio: Prime Focus