The ad campaign has been conceptualised and created in partnership with Alok Nanda & Company and Visual Art and Technology films
ETBrandEquity | April 02, 2018, 16:00 IST
Lodha Group has announced Akshay Kumar as the corporate brand ambassador promoting various Lodha projects. The company released a global advertising campaign “Come home to the best, Come Home to Lodha”, which was shot at actual locations of Lodha projects featuring the Bollywood superstar.
Speaking on his alliance with the company, Bollywood star Akshay Kumar said, “It gives me great pleasure to partner with Lodha Group, who is changing the way people are living in India today. The brand has worked relentlessly since the last 3 decades to bring luxury and highest quality of services, irrespective of the price. It’s a brand that just doesn’t build homes but also gives people a chance to weave sweet memories with their loved ones.”
Narrating the idea behind the campaign, Viral Oza, chief marketing officer, Lodha Group added, “We believe consumers don’t buy homes but a dream of what their life will be like when they move in. Our new campaign, Come Home To The Best, Come Home To Lodha, is a manifestation of this dream. At Lodha, we have been continuously innovating through the journey of customer experience which transcends from building homes to creating enriching lifestyles and memories. It was exciting to work with Akshay and would like to thank our partners, Alok Nanda & Company, Richard Caesar, Didier Daubeach and Visual Art and Technology films (VAT films) for stitching this campaign together.”
Commenting on the campaign, Radha Ghai, Senior Partner/Creative Director, Alok Nanda and Company said, “Through this film, Lodha showcases the promise of exclusive lifestyle they deliver but also the one of happiness through the emotions projected in the film. Akshay Kumar’s charismatic presence works very well for the film as he takes the viewer on a journey through the world of Lodha. The entire film has been filmed at real Lodha locations. We partnered with Visual Art and Technology films (VAT films) who understood the vision and the brief for this project and brought in the most suitable director, Richard Caesar.
Director Richard Caesar further added, “It was a great honour to work with one of India’s most recognized movie stars, as well as all the other fantastic talents in front of and behind the camera. When I was asked to direct this project, I instantly loved creative director Radha Ghai’s artistic approach of doing it in black and white. I wanted the film to be highly emotional. A stylish, yet emotional film about living at a beautiful pace. By taking away the distraction of colour, it focusses our perception on light and shadow, on horizontals and verticals, on composition and on style. To me, shooting black and white was the perfect choice for a film about India’s leading real estate developer.”
Conceptualised and created in partnership with Alok Nanda & Company and Visual Art and Technology films (VAT films) with a team of artistic and talented directors like Ronnie Wadia, Radha Ghai, Richard Caesar and Didier Deaubeach, the black and white film was shot in 6 days across 7 locations (Belmondo, Palava, New Cuffe Parade, Fiorenza, Altamount, The Park and The World Towers), took up to 150 man hours to perfect and translate the film beautifully through the visual story with the right balance of depicting premium real estate, emotions and sensitivity.