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Thursday, June 13, 2024


Mahindra Lifespaces launches ‘Joyful Homecomings’ campaign around the loves and lives of LGBTQ community.

CB Bureau | Mumbai

In keeping with the times, Mahindra Lifespaces, the real-estate and infrastructure development arm of the Mahindra Group, has launched a campaign about “coming home to those you love”, except that it isn’t the conventional family that makes that home. It’s a turning on its head of tradition and convention.

Through this campaign, designed by Gozoop, one of India’s top digital agencies, Mahindra Lifespaces says regardless of one’s definition of the ‘family’, it is the act of coming home to the ones you love that makes for a “joyful homecoming”. The campaign has been built around the brand’s core proposition of ‘Joyful Homecomings’.

In the short film, a young couple enters their home for the first time after they are married. The only difference this time is that both are women.

In 2018, though the Supreme Court had decriminalised consensual gay relationships and sex, the campaign’s online reception has been mixed. Viewers have reacted vigorously to the video on either side of the same-sex debate.

Gozoop’s second campaign for Mahindra Lifespaces seeks to drive home the notion of ‘family’ being about “breaking boundaries”. Ahmed Aftab Naqvi, CEO & Co-Founder, Gozoop said: “Ideas without execution is nothing but illusion. The success of this campaign lies as much in it solid execution as in the disruptive idea that connects with the evolved home buyer.”

In the video, on the occasion of Mother’s Day, a wife is granted the gift of parenthood in the form of a puppy, ushering in a whole new world of motherhood.

“It is surprising to see that while relationships inside a home are evolving and the dynamics are changing, the sector that deals with it as its core business has shied away from speaking about it. Till now, I have seen real estate brands focus on traditional norms of a relationship and a perfect family, leaving very little room for newer conversations or perspectives. With this campaign, our aim is to initiate dialogue that acknowledges and celebrates the changes that are defining our society. Mahindra Lifespaces is a progressive brand and I am glad that they have been open to our unconventional ideas. The campaign has created quite a spark and has initiated polarising conversations, which is great because it is only through exchange of thoughts that we will be able to bring about much needed change,” said Amyn Ghadiali, Director-Strategy, Gozoop.

Speaking about the evolving nature of homes, people and relationships in modern times, Sunil Sharma, Chief Customer Officer at MLDL said, “Mahindra Lifespaces cuts across multiple segments of consumers with its offerings and its brand promise of Joyful Homecomings. Consumers are evolving with every passing year in their tastes, preferences, likes and dislikes. Brands need to change as well to stay relevant and connected with their audiences. Sometimes they follow their audiences and sometimes they lead their audiences. These films are a slice of life from our evolving audiences and growing definition of what constitutes Joyful Homecomings.”


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