Mahindra Lifespaces brings the Mumbai Metro debate into focus

Mahindra Lifespaces has launched a set of four short films to promote its property in the Western Suburbs of Mumbai. 

 

The "unrush life" campaign has a series of short digital-first video ads that give a quirky twist to the high involvement activity of home-buying. Watch the other three films here:

 

 

The ads address a key consumer concern in Mumbai - hours of travel time eating into quality of life -- by virtue of its proximity to the Metro station, Mumbai Airport and the Western Express Highway. This is conveyed by using animals and their mannerisms.

 

 

Shayondeep Pal, CCO, Network Advertising, said, “To own a home in the heart of Mumbai is to say you’ve arrived in life. So the team came up with the idea of highlighting the locational advantage through what we all love to watch on our social media feed – animal videos! The aim was to be disruptive in the category while communicating a strategic locational benefit in the shortest possible duration.”

 

 

Sunil Sharma, chief customer officer, Mahindra Lifespace Developers, said, “In a cluttered real estate space, our focus was on ensuring crisp, engaging and hard-hitting films that would be entertaining while also effortlessly seeding our customer value proposition of joyful homecomings to well-connected homes.”