Lodha Group ropes in Akshay Kumar as brand ambassador
Lodha Group, India’s largest real estate developer (by residential sales), announced Akshay Kumar as the corporate brand ambassador promoting various Lodha projects. The company released a global advertising campaign “Come home to the best, Come Home to Lodha”, which was shot at actual locations of Lodha projects featuring the Bollywood superstar.
The brand film starts by showcasing Akshay Kumar, the protagonist, narrating the story of Lodha’s excellence. As he speaks, we see various properties of Lodha and people enjoying various amenities or sharing a moment with the loved ones. The film ends with Akshay Kumar and his family (projected) sharing a warm moment in the comfort of their home, establishing the peace of mind offered by Lodha.
Lodha Group’s vision of ‘Building a Better Life’ extends across geographies which include Mumbai Metropolitan Region, Pune and London, price points and consumer segments. With the help of Akshay Kumar, the company aims to reinforce its commitment and promise of delivering high quality homes and lifestyles to its customers. The Bollywood superstar will be seen in a series of ad films under the umbrella campaign “‘Come home to the best, Come Home to Lodha” which will run for 2 months in India and international markets. The film has been entirely shot at actual locations of Lodha Group projects in Mumbai and Pune, giving a glimpse of the real, holistic lifestyle being lived / enjoyed by the customers today across price points from premium luxury to affordable housing.
Speaking on his alliance with the company, Bollywood star Akshay Kumar said, “It gives me great pleasure to partner with Lodha Group, who is changing the way people are living in India today. The brand has worked relentlessly since the last 3 decades to bring luxury and highest quality of services, irrespective of the price. It’s a brand that just doesn’t build homes but also gives people a chance to weave sweet memories with their loved ones.”
Narrating the idea behind the campaign, Viral Oza, Chief Marketing Officer, Lodha Group added, “We believe consumers don’t buy homes but a dream of what their life will be like when they move in. Our new campaign, Come Home To The Best, Come Home To Lodha, is a manifestation of this dream. At Lodha, we have been continuously innovating through the journey of customer experience which transcends from building homes to creating enriching lifestyles and memories. It was exciting to work with Akshay and would like to thank our partners, Alok Nanda & Company, Richard Caesar, Didier Daubeach and Visual Art and Technology films (VAT films) for stitching this campaign together.”
Commenting on the campaign, Radha Ghai, Senior Partner/Creative Director, Alok Nanda and Company said, “Through this film, Lodha showcases the promise of exclusive lifestyle they deliver but also the one of happiness through the emotions projected in the film. Akshay Kumar’s charismatic presence works very well for the film as he takes the viewer on a journey through the world of Lodha. The entire film has been filmed at real Lodha locations. We partnered with Visual Art and Technology films (VAT films) who understood the vision and the brief for this project and brought in the most suitable director, Richard Caesar.
Director Richard Caesar further added, “It was a great honour to work with one of India’s most recognized movie stars, as well as all the other fantastic talents in front of and behind the camera. When I was asked to direct this project, I instantly loved creative director Radha Ghai’s artistic approach of doing it in black and white. I wanted the film to be highly emotional. A stylish, yet emotional film about living at a beautiful pace. By taking away the distraction of colour, it focusses our perception on light and shadow, on horizontals and verticals, on composition and on style. To me, shooting black and white was the perfect choice for a film about India’s leading real estate developer.”
Conceptualised and created in partnership with Alok Nanda & Company and Visual Art and Technology films (VAT films) with a team of artistic and talented directors like Ronnie Wadia, Radha Ghai, Richard Caesar and Didier Deaubeach, the black and white film was shot in 6 days across 7 locations (Belmondo, Palava, New Cuffe Parade, Fiorenza, Altamount, The Park and The World Towers), took up to 150 man hours to perfect and translate the film beautifully through the visual story with the right balance of depicting premium real estate, emotions and sensitivity.
Watch the TVC here.