Lodha Group Launches its First TVC, ‘Find your Kingdom’

January 12, 2016 AdageIndia

Lodha Group, one of India’s leading real estate developers, has launched its first commercial Television Commercial, ‘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 sab kuch 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 the girl’s 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 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 added, “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 is 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 markets 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, the company shared.