Title: #Building Together
Duration: 2.12 Minutes
Mahindra Lifespace Developers Limited (“MLDL”), the real estate and infrastructure development arm of the Mahindra Group, has released its first ever DVC (Digital Video Commercial), as part of its new campaign to raise awareness about gender parity at home.
The campaign is centered on the hashtag #BuildingTogether which is in alignment with brands core values and leadership. The campaign aims to encourage its followers and supporters to recognize women for the significant roles they play in our everyday lives.
The #BuildingTogether DVC pays tribute to every woman – in her varied roles as a mother, sister, daughter, wife and working professional – who brings joy into our lives. The video reminds viewers that houses are transformed into ‘homes’, when responsibilities are shared in a supportive and caring environment. The DVC features men breaking traditional gender stereotypes at home by helping with everyday chores traditionally relegated to women.
Commenting on the campaign, Sunil Sharma, VP – Marketing & CRM, Mahindra Lifespace Developers Ltd. said, “At Mahindra Lifespaces, we believe that the contribution of women to society – be it as homemakers, professionals, friends and members of family – must be acknowledged and celebrated every day, rather than on Women’s Day alone. The #BuildingTogether DVC showcases how responsibilities can be shared at home, thereby creating special moments of joy and togetherness, and according the women in our lives the respect they truly deserve. The campaign is closely aligned to our brand proposition of ‘Joyful Homecomings’, which traverses the complete journey of home ownership, right from the selection of a residential project, through to the purchase and occupancy stages, as an enjoyable experience.”
Ahmed Naqvi, CEO & Co-Founder, GoZoop added,” Any concept in advertising is a reflection of society at the current point in time. The #BuildingTogether campaign aims to reach out to evolving audiences & society at large with a message that celebrates the joy of home ownership as a shared experience, irrespective of gender. #BuildingTogether focuses on relationships in our daily lives; mutual respect, care and understanding are highlighted as for the necessary enablers of a joyful and complete life.”
- Name of the creative agency: GoZoop
- Name of the Executive Creative Director: Amyn Ghadiali
- Production House: Gozoop
- Director: Jitto George