Mahindra Lifespace Developers introduced a new brand idea, 'HOME of POSITIVE ENERGY'. This philosophy embodies the company's commitment to creating homes that promote well-being and harmony through thoughtful design, ample natural light, and green spaces. The launch includes a digital video commercial (DVC) and a Mobile Experience Centre, an initiative travelling across key locations in Mumbai, offering a firsthand glimpse into the serenity that Mahindra homes provide.
Abhimanyu Mathur, Chief Marketing Officer, Mahindra Lifespace Developers Ltd., said, "HOME of POSITIVE ENERGY perfectly captures how we design and build our homes at Mahindra Lifespaces. Every aspect of our developments, from architecture to amenities, is crafted to enhance well-being and create a harmonious living environment. With Mahindra Vista, we are bringing this philosophy to life, ensuring that homebuyers find not just a house but a sanctuary that nurtures their aspirations and daily lives."
The DVC showcases the Mahindra Vista Caravan as a symbol of curiosity, drawing people in to experience the inviting ambience that defines the brand. It highlights the warmth and comfort of Mahindra homes, culminating in a moment of contentment that reinforces the brand's ethos.
After a long day navigating Mumbai's chaos, a home should be a peaceful retreat. Mahindra Lifespaces has launched the Mobile Experience Centre by bringing this vision to life. Unlike a static billboard, it offers a tangible and dynamic representation of the brand's philosophy.
The brand positioning was developed in collaboration with the strategic and creative agency The Womb, which was key in shaping this vision. Heval Patel, Chief Operating Officer of The Womb, added, "Today, within a pin code- location and amenities have become table-stakes. As rapid corporatisation picks momentum and levels the playing field for all, it was time for us to unearth and define the core of Mahindra Lifespaces. The 'HOME of POSITIVE ENERGY' thought was to articulate not just a point of view but a point of distinctiveness. Something that guides not just what we say but also helps integrate seamlessly into the product and service experience."
