Mahindra Lifespaces’ Latest Social Media Campaign Spreads joy for just Rs. 1

With the Joyful Homecomings campaign, Mahindra Lifespaces is sparking meaningful conversations and giving people the chance to own a home at just Rs.1

e4m by exchange4media Staff
Updated: Mar 17, 2018 8:57 AM
Mahindra Lifespaces

With the Joyful Homecomings campaign, Mahindra Lifespaces is sparking meaningful conversations and giving people the chance to own a home at just Rs.1. Jointly conceptualised by Mahindra Lifespaces and Gozoop, the month-long campaign thoughtfully brings to life its core proposition of “Joyful Homecomings”; giving it voice and depth, all the while keeping consumer aspirations at the fore.

As one of India’s foremost customer-focused real estate brands, engaging audiences with relevant conversations which have tangible impact is a priority for Mahindra Lifespaces. While real estate brands tend to view digital media as transactional tools to promote offers and drive sales, Mahindra Lifespaces has been using social media to bring alive its core brand tenets. Mahindra Lifespaces, together with Gozoop, sought to re-engineer the landscape. The focus was on developing and cultivating a circle of influence online, wherein the brand would consolidate its identity as one that stands for more than just real estate.

The #JoyfulHomecomings campaign was crafted around a simple question– “How would you spread joy if you had only Rs.1?” The brand took to the streets, asking people the same question. Reactions were surprising. While respondents came up with a range of answers such as buying candy, or donating it, most were hard-pressed to think of an answer. After all, what can one get for Rs.1 in today’s time & day?

For Mahindra Lifespaces, the answer was crystal clear - #JoyfulHomecomings. The company would facilitate dialogue on Joyful Homecomings, and participants would share what Joyful Homecomings meant to them. In the process, participants have the opportunity to own their very own home for just Rs.1! Because homes may be expensive, but Joyful Homecomings are truly priceless and what the brand aspires to deliver.

Commenting on the strategic benefits of the campaign, Sunil Kumar Sharma, Vice President - Marketing & CRM, Mahindra Lifespaces, says “Social media forms a key part of our engagement building effort for the brand. The efforts on social media have focussed on a few key tenets that lie at the heart of the brand and what it targets to deliver. Owning a house is one of the top held desires for most of us and this idea gave us an opportunity to help fulfill the same in a fun & interesting manner. Joyful Homecomings covers the entire journey cycle of a consumer from buying to moving in to their own home and this initiative helps us bring the brand Customer Value proposition alive.”

“In today's new age, brands need to understand the power of gestures and conversations. They can inspire and influence many, form perceptions, aid the decision-making process, and build brands with a simple Tweet. We understand the power of gestures in this new age medium, and are glad that Mahindra Lifespaces is supportive of such disruptive ideas,”says Amyn Ghadiali, Group Director - Brand Communications, Gozoop.

The Joyful Homecomings campaign has already generated a lot of buzz on social media. More than 5,000 entries have already been received, and total impressions on digital stand at a whopping 50 million+ in just 3 weeks. The overwhelming response has encouraged Mahindra Lifespaces to extend the campaign by another week, until 22nd March 2018.

Mahindra Lifespaces recognises that the homecoming process must be one that creates value for customers, and with this campaign, seeks to continue to do so while spreading greater joy!

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