Mumbai, October 10, 2016: Lodha Group, India’s leading real estate developer, today launched its first commercial Television Commercial (TVC) – ‘Find your Kingdom’. Centered on Lodha’s core philosophy of ‘Building a Better Life’, the campaign attempts to establish an emotional connect between consumer aspirations and the lifestyle experience delivered by the brand. Conceptualized by Ogilvy and Mather, the TVC narrates this experience through the journey of a little girl, where all her dreams get manifested into reality at her Lodha home.
The TVC begins with a little girl entering the room, holding a key in her hand. The protagonist first looks through the keyhole inquisitively and smiles before putting the key into the mysterious door and opening it. After which, she is shown passing through the door and entering into a magical home of her dreams. The inspiring VO starts by saying – “Ghar mera ek kile sa hai, Jismein sabkuch bada bada sa hain” and runs throughout the film where it depicts her aspirations of a dream home, with each scene in a poetic manner.
The film progresses by giving a peak into her home where she sees a huge and beautiful gate opening up. She is then seen walking through various surreal experiences like spotting a deer and trying to pet it, riding a tricycle parked on the sides to reach her castle, clapping her hands to switch on the lights of a beautiful room with a big harp in the center, staring at the fantasy night sky and climbing up a tall bed. The film ends with her snuggling into the cozy sheets and falling asleep in her home at Lodha.
Commenting on the campaign, Viral Oza, Chief Marketing Officer, Lodha Group said, “Our new campaign ‘Find your Kingdom‘ is in line with our group philosophy of ‘Building a Better Life’. The TVC aims to depict life at Lodha and what consumers can expect from Lodha properties. The poem recital by a little girl about her kingdom conveys that the home you dreamt of as a child can be reality. Just like a kingdom, Lodha properties provide ample green and open spaces, a secure environment, facilities and amenities to improve quality of life and most importantly create communities to instill a sense of belonging.”
Piyush Pandey, Executive Chairman & Creative Director, South Asia, Ogilvy & Mather said, “Lodha is known for its quality homes, where lots of families live in comfort and luxury with facilities and security. To me, it’s like living in a fort. The campaign captures the dreams and desires of people, and offers Lodha as a modern day fort.”
Rajiv Rao, National Creative Director, Ogilvy & Mather said, ‘Every Lodha project feels like a modern day fairytale kingdom. We tried to capture the same feeling through the eyes of a little girl.’
The aim of Lodha Group has always been to deliver an unparalleled experience to its consumers from the first time they visit the apartment until they own their homes. This campaign is a step further towards completing the circle of experience and to enhance the positive disposition in the mind of the consumers towards the brand.
Considering Lodha’s prominent global footprint, this TVC would be released in both national and international markets and will be dispersed through various touchpoints such as TV, Print, Digital and Social Media, and On-site branding. The campaign will focus on market such as Mumbai, Delhi, Pune, Gujarat, Bangalore, Hyderabad and Kolkata in India, along with USA, UK, Singapore, Hong Kong and GCC. The media mix has been carefully picked in order to maximize reach and impact alongside crafting affinity in the mind of the consumers.
- Agency: Ogilvy & Mather Advertising, Mumbai
- Creative Team: Piyush Pandey – Chairman & Creative Head, South Asia, Rajiv Rao – NCD, Anurag Agnihotri – Exec. CD, Shahrukh Irani – Sr. CD, Saurabh Dikshit – Sr. CD and Saurabh Kulkarni – CD.
- Account Management: Ram Moorthi- Managing Partner – Mumbai & Kolkata, Mayuri Shukla – CSD, Ninoshka Vaz – AD, Samradni Pradhan– Sr. AE
- Production house: Good Morning Films
- Director: Bob (Shashanka Chaturvedi)
- Executive Producer: Vikram Kalra
- Producer: Robin Dcruz
- Location: Romania
- Cinematography: Tetsuo Nagata
- Production Designer : Adrian Cristea
- Line Production Romania : Giuliano Doman, Family Film
- Producer Romania : Alexandru Tranca
- Associate Producer : Tavishi Gawri
- Assistant Director: Varun Vij
- Director’s Assistant : Rhea Alwani
- Post Production Head : Bharat Arote
- Music Director : Subhajit Mukherjee
- Vocalist : Nayantara Bhatkal
About Lodha Group:
Established in 1980, privately held Lodha Group is India’s leading real estate developer and amongst the world’s select multinational real estate developers with presence in India and the United Kingdom. The company is one of the most profitable players in India and the largest by sales, having clocked over INR 6,400 Cr for FY 15-16. The company is currently developing around 41 million sq. ft. of prime residential real estate globally with the largest land reserves in the Mumbai Metropolitan Region and has 31 ongoing projects across London, Mumbai Metropolitan Region, Pune and Hyderabad. In FY 2015-16, Lodha Group delivered 3.3 crore sq ft of real estate and 6,800 units across projects.
Lodha Group has several landmark developments to its credit including World One, Mumbai, the world’s tallest residential tower, and has brought some of the top global names including Armani/Casa, Trump, Philippe Starck, Jade Jagger, Greg Norman and Pei Cobb Freed to India. In 2013, the Group has extended its international footprint with the acquisition of the landmark MacDonald House at 1 Grosvenor Square in Prime Central London from the Canadian Government for a consideration of over GBP 300 million (INR 3,100 Cr). Lodha Developers is one of the largest corporate entities in Mumbai, with over 3,870 direct associates and over 25,000 workmen at its sites. The group is committed to investing two per cent of its profits towards corporate social responsibility, focused primarily on education as a transformative tool. With offices in London, Dubai and Shanghai and planned openings in the USA and Singapore, Lodha Group is on the road to substantial international presence.
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