Mahindra Lifespaces Developers, the real estate and infrastructure development arm of the Mahindra Group, has recently launched a new campaign centred around their brand promise of “Crafting Life.” The campaign aims to highlight the brand’s meticulous approach to design and construction, showcasing its commitment to creating spaces that nurture customers’ dreams and aspirations in the long run.
At the heart of the campaign is a visually captivating digital video commercial (DVC) that will be showcased across various online platforms. This compelling DVC serves as a representation of the brand’s core values, showcasing the careful planning, expertise, passion, and dedication that are integral to every project undertaken by Mahindra Lifespaces, from conception to completion.
The primary objective of the campaign is to establish an emotional connection with the audience, emphasizing the brand’s unwavering dedication to going beyond mere buildings and creating spaces that transcend expectations. It also highlights the concept of ‘Karigari,’ showcasing the intricate craftsmanship and artistry employed in constructing these exceptional spaces.
Driven by a deep sense of responsibility towards current and future generations, the brand takes a holistic approach to development, emphasizing its commitment to delivering exceptional quality, innovative design, and sustainable practices.
Viral Oza, chief marketing officer, Mahindra Lifespace Developers, said, “The objective of the ‘Crafting Life’ campaign is to reimagine the concept of a home by going beyond the conventional notions of construction. The campaign showcases our efforts to provide a holistic living experience by offering our customers spaces that are thoughtfully designed, environmentally conscious, and where careful craftsmanship is deeply rooted in every element.
We believe that a home should be a haven where individuals can thrive, find inspiration, and create lasting memories. The campaign embodies this belief of ours and displays our initiative towards crafting and delivering such spaces to our customers.
As a trusted real estate developer, we recognize the significant role that these spaces play in people’s lives, and our customer-centric approach ensures that every aspect of our offering is designed to enhance their living experience. At Mahindra Lifespaces, our spaces serve as a strong foundation for individuals to build their future upon.”
Tushar Bajaj, managing director, Organic by MSL, “Very rarely does one come across a brand that lives and breathes its promise like Mahindra does. From the very first day of our partnership with the Mahindra Lifespaces team, we have been in awe of their commitment to honing the craft, and their unwavering focus on customer centricity in both design and delivery. The commercial success and customer love are a clear reflection of this DNA.
This exceptional craftsmanship is precisely what inspired us at Organic by MSL to come up with ‘Har Kone Me Karigari Hai’. Every part of the campaign has been designed to emulate the sublime intricacy of the ‘karigari’ itself. Vijay Raaz, also a master of his craft, was the perfect partner to voice the sentiment that we wanted to evoke through the writing. This film is meant to be an ode to the mastery, and to the maestros that create for us these wonderful homes worthy of becoming the centre of our worlds.”
Mahindra Lifespaces’ brand promise is reflected throughout the entire value chain. The campaign emphasizes the brand’s belief that every detail matters, with thoughtful consideration given to cater to the diverse needs and desires of their customers.
Through a series of poetic verses, each highlighting a distinct aspect of their approach to crafting life, the campaign showcases the brand’s unwavering commitment to creating spaces that have a profound positive impact, inspiring and empowering individuals on their life journeys.