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Forget the art of adjusting, says GREY group India’s new campaign


Our cities are ever more crowded and complex, and so are our lives. As Mumbaikars, we have always believed that the space we live in and the amenities we surround ourselves with are enough, if not more than what we need. That asking for better is asking for too much. That living in Mumbai is one big adjustment which we’re okay with.

The new Serendipity campaign highlights such adjustments that a home buyer in Mumbai has to make. With fabricated addresses such as “Upper – This”, “New – That” and “Annexe – Somewhere Else” to compensate for mini-sized apartments, inferior quality of living, delayed or undelivered promises, we’ve always had to settle for less and learn to adjust. Forum Group says it’s time to forget this “Art of Adjustment”.

Vidyut Saraf, Deputy Managing Director, Forum Projects, says, “While the Forum group may be extremely well known and respected in Eastern India, we wanted to create a clutter-breaking campaign for our first Mumbai property. We have always believed in identifying global market dynamics, choosing strategic locations of the future, and creating iconic assets and Serendipity is one such project.”

Serendipity, a project by Forum Homes and Omkar Realtors & Developers, offers 3 and 4 bedroom residences, located in the buzziest corner of the city – Bandra Kurla Complex, the new commercial address of India. BKC has evolved from a commercial landmark into a multi-functional community. It is the up and coming face of the city and is already becoming the address of commercial success and a luxurious lifestyle. With the Government’s focus on developing BKC as India’s finest commercial district, it enjoys the fortune of availing all the Smart City benefits that other projects in BKC Annexe and Upper BKC cannot.

Bhavesh Kosambia, Senior Creative Director, GREY group India, who has directed these films, says, “Very rarely do we get clients who allow you to explore more than just showcasing the product, more so in real estate. The lure of showing glamourous apartments and infinity pools is too hard to resist. These films however are so simplistic in their execution and yet truthfully hard hitting.”

Vineet Singh, Senior Vice President & Office Head -Mumbai, GREY group India says, “This is not your regular, run-of-the-mill real estate campaign. We’ve spent a lot of time researching, debating and discussing the pain points while buying a house in Mumbai, which is so true yet remains unsaid”.

The campaign, conceptualised and executed by GREY group India, breaks across social media platforms with 4 films. All developed on the insight that we have begun to adjust ourselves according to the whims and fancies of property developers. At Serendipity, you won’t have to mould yourself to fit in the house, you will be able to mould the house around your lifestyle.

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Team Credits:

Creative: Sandipan Bhattacharyya, Bhavesh Kosambia, Juneston Mathana, Virendra Saigaonkar

Armaan Sunny

Planning: Arun Raman, Sonya Misquitta

Account management: Vineet Singh, Mudassir Ansari, Priyanka Jaiswal, Kajal Rai

Films:Samir Chadha, Sharad Shinde

Production House: Groovy Grain

Director: Bhavesh Kosambia (GREY)

Producer: Mitalee Prabhu



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