Mahindra Lifespaces builds ‘Joyful Homecomings’ campaign around LGBTQ community

Gozoop, in association with Mahindra Lifespaces, has launched a second video as part of this campaign

e4m by exchange4media Staff
Published: Feb 22, 2020 7:53 AM  | 3 min read

With the very idea of traditional families changing, Mahindra Lifespaces, the real estate and infrastructure development arm of the Mahindra Group, has come up with a campaign about coming home to those you love, even if they don’t fit the idea of a conventional family and don’t meet conventional expectations.

Through this campaign, Mahindra Lifespaces, highlights how, no matter what your definition of ‘family’ is, coming back home to the ones you love is always a joyful homecoming. The campaign is based on the brand’s core proposition – ‘Joyful Homecomings’.

As part of joyful homecomings, a young couple is shown entering their house for the first time after their wedding. The only difference: both are women.

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Love has no boundaries. Share your stories using #JoyfulHomecomings with us.

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Despite the Supreme Court lifting the ban on consensual gay sex in 2018, the campaign has received mixed reactions online. Viewers have reacted strongly to the video, which has earned both praise and backlash, effectively dividing netizens.

There have been a number of people who have expressed their displeasure at the depiction of a same-sex couple in the video.

However, at the opposite end of the spectrum, many have extended their support to the campaign and its core message.

Gozoop, in association with Mahindra Lifespaces, has launched a second video as part of this campaign, which reiterates that the idea of ‘family’ is about breaking boundaries. Ahmed Aftab Naqvi, CEO & Co-Founder, Gozoop said: "Ideas without execution is nothing but illusion. The success of this campaign lies as much in it solid execution as in the disruptive idea that connects with the evolved home buyer."

In this video, on the occasion of Mother’s Day, a wife receives the gift of parenthood in the form of an adorable puppy, thus opening a vista of a whole new kind of motherhood.

"It is surprising to see that while relationships inside a home are evolving and the dynamics are changing, the sector that deals with it as its core business has shied away from speaking about it. Till now, I have seen real estate brands focus on traditional norms of a relationship and a perfect family, leaving very little room for newer conversations or perspectives. With this campaign, our aim is to initiate dialogue that acknowledges and celebrates the changes that are defining our society. Mahindra Lifespaces is a progressive brand and I am glad that they have been open to our unconventional ideas. The campaign has created quite a spark and has initiated polarising conversations, which is great because it is only through exchange of thoughts that we will be able to bring about much needed change," said Amyn Ghadiali, Director-Strategy, Gozoop.

Speaking about the evolving nature of homes, people and relationships in modern times, Sunil Sharma, Chief Customer Officer at MLDL said, "Mahindra Lifespaces cuts across multiple segments of consumers with its offerings and its brand promise of Joyful Homecomings. Consumers are evolving with every passing year in their tastes, preferences, likes and dislikes. Brands need to change as well to stay relevant and connected with their audiences. Sometimes they follow their audiences and sometimes they lead their audiences. These films are a slice of life from our evolving audiences and growing definition of what constitutes Joyful Homecomings."

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