Network Advertising, one of India’s leading independent ad agencies, has launched a clutter-breaking and quirky campaign for Mahindra Lifespaces’ recently launched residential project ‘Vicino’, located in Andheri East, Mumbai.
The campaign comprises a series of short, digital-first video ads that leverage humour to give a quirky twist to the high involvement activity of home-buying. These first-of-their-kind video ads feature animals, with each video ending in an unexpected reveal of the benefit of buying a home in one of Mumbai’s most sought after and well-connected locations. Vicino by Mahindra Lifespaces addresses 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 via an unconventional twist in each ad using animals & their mannerisms.
Shayondeep Pal – Chief Creative Officer, Network Advertising, said, “To own a home in the heart of Mumbai is to say you’ve arrived in life. Vicino by Mahindra Lifespaces is one such project in Andheri where everything is close by. 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. In this context, I would like to thank Mahindra Lifespaces for buying into creatives that go beyond ‘safe’ in the traditional sense.”
Sunil Sharma, Chief Customer Officer, Mahindra Lifespace Developers Limited, said, “Vicino is strategically located in Andheri East and meets the evolving needs of home buyers in Mumbai. 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 at Vicino.”
Credits:
Name of the creative agency – Network Advertising
Chief Creative Officer – Shayondeep Pal
Chief Strategy Officer – Sunit Khot
Chief Operating Officer – D B Murli
Creative Team –Saikat Sengupta, Kshitija Tagde, Sandeep Unnikrishnan, Praveen Chauhan, Hetal Joshi, Bharat Kuradia
Account Management Team – Samson, Riyaz Ahmed, Richa Tomar