Mahindra Lifespaces’ ‘Iss Ghar Ki Bohot Yaad Aayegi’ DVC is about memories, moments

image-Mahindra Lifespaces ad on COVID-19 nostalgia-MediaBriefMahindra Lifespaces, the real estate and infrastructure development arm of the Mahindra Group, has launched a new ad film that captures the simple joys of life as experienced by individuals and families during the lockdown in India.  The film, which was released at the time that India was readying itself for Unlock 1.0, was conceived by Network Advertising, and entirely self-shot by real families in locked-down homes across Mumbai, Bengaluru and Bhopal.

Mahindra Lifespaces’ new ad film reflects the simple, joyful moments that will be missed once life goes back to normal after the  lockdown.  The film was shot over three days under remote supervision, and edited and mixed remotely

The world’s largest lockdown came into effect towards end March 2020 and has resulted in Indian families spending more time at home than ever before.  Homes across India have emerged as a haven during this time, with families rediscovering the joy of daily routines and cherished interactions with loved ones.

Mahindra Lifespaces’ new ad film reflects the simple, joyful moments that will be missed once life goes back to normal after the  lockdown.  The film was shot over three days under remote supervision, and edited and mixed remotely.

image-Arvind Subramanian, CEO, Mahindra Happinest_MD & CEO- Designate, Mahindra Lifespaces-mediabriefArvind Subramanian, CEO – Mahindra Happinest; MD & CEO Designate – Mahindra Lifespace Developers Ltd., said, “In the last couple of months, each one of us has realized anew the significance of quality time spent at home with those we care for.  At Mahindra Lifespaces, we recognize that these moments of togetherness will remain indelibly etched in our memories as we move on to a post-lockdown life.  For us, these moments comprise the very essence of Joyful Homecomings,” Subramanian said.

image-Shayondeep Pal-MediaBriefShayondeep Pal – Chief Creative Officer, Network Advertising, said, “The idea of the film is rooted in a basic insight.  As human beings, the desire is to always long for something we don’t have.

“To put it simply, the longing we will have for our homes as we inch towards normalcy and go out for work reflects this insight.

“We will miss what we all experienced at home during the lockdown. It sits beautifully well with the Mahindra Lifespaces brand promise of Joyful homecomings,” Pal said.

Surjo Deb, Film Director, UBIK Films, added, “We felt a treatment that brought to the fore the lyrical and personal aspect of the script would do justice to the writing. Filming required a careful balance of detailed planning and last-minute adaptability. Thanks to Satchith Paulose, who came onboard as Director of Photography to ensure that even under these constraints, the visual and technical aspects of the film remained strong.”

Credits:

  • Name of the Creative Agency – Network Advertising
  • Chief Creative Officer – Shayondeep Pal
  • Chief Operating Officer – D B Murli
  • Chief Strategy Officer – Sunit Khot
  • Vice President (Client Services) – Samson
  • Network Creative & Account Management Team

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