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<ul><li>As homes across India have emerged as a haven during this time, <keyword id="174745" type="COMPANY" weightage="20" keywordseo="Mahindra-Lifespaces">Mahindra Lifespaces</keyword> celebrates the joy of daily routines and cherished interactions with loved ones. </li><li>The film was shot over three days under remote supervision, and edited and mixed remotely.</li></ul> Mahindra Lifespaces, the real estate and infrastructure development arm of the Mahindra Group, has launched a new ad film that captures the simple joys of life as experienced by individuals and families during the lockdown in India. The film, which was released at the time that India was readying itself for Unlock 1.0, was conceived by <keyword id="3017247" type="PERSON" weightage="20" keywordseo="Network-Advertising">Network Advertising</keyword>, and entirely self-shot by real families in locked-down homes across Mumbai, Bengaluru and Bhopal. <div type="Youtube" id="Un_v-ol2414" title="Iss Ghar Ki Bohot Yaad Aayegi - #JoyfulHomecomings" thumbUrl="https://i.ytimg.com/vi/Un_v-ol2414/mqdefault.jpg"></div> The world’s largest lockdown came into effect towards the end of March 2020 and has resulted in Indian families spending more time at home than ever before. Homes across India have emerged as a haven during this time, with families rediscovering the joy of daily routines and cherished interactions with loved ones. Mahindra Lifespaces’ new ad film reflects the simple, joyful moments that will be missed once life goes back to normal post lockdown. The film was shot over three days under remote supervision, and edited and mixed remotely. Arvind Subramanian, CEO - Mahindra Happinest; MD &amp; CEO Designate – Mahindra Lifespace Developers Ltd., said, “In the last couple of months, each one of us has realized anew the significance of quality time spent at home with those we care for. At Mahindra Lifespaces, we recognize that these moments of togetherness will remain indelibly etched in our memories as we move on to a post-lockdown life. For us, these moments comprise the very essence of Joyful Homecomings.” Shayondeep Pal - Chief Creative Officer, Network Advertising, said, "The idea of the film is rooted in a basic insight. As human beings, the desire is to always long for something we don't have. To put it simply, the longing we will have for our homes as we inch towards normalcy and go out for work reflects this insight. We will miss what we all experienced at home during the lockdown. It sits beautifully well with the Mahindra Lifespaces brand promise of Joyful homecomings.” Surjo Deb, Film Director, UBIK Films, added, “We felt a treatment that brought to the fore the lyrical and personal aspect of the script would do justice to the writing. Filming required a careful balance of detailed planning and last-minute adaptability. Thanks to Satchith Paulose, who came onboard as Director of Photography to ensure that even under these constraints, the visual and technical aspects of the film remained strong.”

Mahindra Lifespaces' ad film celebrates treasured memories created at home during the lockdown

<ul><li>The pandemic has revolutionized the way <keyword id="6354553" type="COMPANY" weightage="20" keywordseo="real-estate">real estate</keyword> functions, markets and communicates.</li><li><keyword id="222141" type="PERSON" weightage="20" keywordseo="Viral-Oza">Viral Oza</keyword>, Chief <keyword id="6354839" type="UNKNOWN" weightage="20" keywordseo="marketing">Marketing</keyword> Officer, <keyword id="174745" type="COMPANY" weightage="20" keywordseo="Mahindra-Lifespaces">Mahindra Lifespaces</keyword> walks us through the smaller and larger changes in the organization and how they are adapting to the rapidly evolving ecosystem and changing <keyword id="774347" type="PERSON" weightage="20" keywordseo="Consumer-expectations">consumer expectations</keyword>.</li></ul> It’s been a little more than a year since the word ‘lockdown’ entered our lives and seems like it is here to stay for some more time. In this last year, businesses have undergone massive transformation, they have had to reinvent themselves, rethink the way they function, sell and communicate. Many industries like real estate, which had already been facing a slowdown due to factors like demonetization, the GST implementation and RERA, 2020 had been expected to be a year of recovery. However, with the pandemic, a lot of things came to a screeching stop. While things started opening up from June, with the labor away from cities, it was still some time before the real estate sector could find stability. However, the positive outcome of this entire experience was of the sector realizing the importance of digital as a medium, not just for communicating with its consumers but also how properties are being sold in the country. We recently caught up with Viral Oza, CMO, Mahindra Lifespaces who spoke to us about some of the profound changes that were brought about in the real estate segment in the last one year, how that is transforming the how and what of their products and services. He also spoke to us about how marketing for the sector is evolving and how traditional mediums need to innovate to make sure it continues to add value to the industry in the future, which is now seeing massive digital adoption. <cmsannotation type="cmsannotation" annotationid="The changes in consumer behavior and its impact on real estate" text="The changes in consumer behavior and its impact on real estate">The changes in consumer behavior and its impact on real estate</cmsannotation> House-buying is a very physical experience but with people stuck at their homes, real estate players adopted digital and there were quite a few virtual launches. While many had thought people would become more careful about their spending, the pent up demand after the first few months of the lockdown meant good enquiries and sales once things started opening up. For people, their priorities changed. Health and wellness of their own and of their loved ones became top-of-mind for most people. “With this consciousness, people also became more conscious of the spaces they wanted to buy. Today consumers are not just thinking about the size of the house, it is just as much about how the spaces are being utilized. People are thinking of whether developers are providing enough open, outdoor space, considering in this new world, being in a closed area is not as safe,” explained Oza. With lots of people having to work from home, how the homes are more conducive to this new lifestyle has also become an important part of people’s considerations and the player has been listening to its consumers and innovating accordingly. For example, in its Happinest project in Tathawade (Pune), they have added outdoor, secluded working pods to make the overall experience of working from home more comfortable. People are also becoming more conscious about the locality they choose and also giving more importance to sustainability. “The lockdown created appreciation in all of us for nature, when you could hear the chirping of birds during the start of the lockdown. This consciousness is great for us as a brand because we've been very conscious of the environment and are probably one of the few brands that has a 100% green portfolio. We are extremely conscious, not just of the end game but even in how we construct. Our construction processes are environment-friendly and we try and source raw materials within a certain catchment area to reduce our carbon footprint. This becomes extremely important for us because it is one of the pillars that we have been building our business on,” he added. <cmsannotation type="cmsannotation" annotationid="The post-lockdown revival" text="The post-lockdown revival">The post-lockdown <keyword id="6367707" type="UNKNOWN" weightage="20" keywordseo="revival">revival</keyword></cmsannotation> While Mumbai is again witnessing weekend lockdowns and increasing restrictions currently, the industry did witness the start of revival after things started opening up last year. “We've seen a fairly good comeback, if I might call it that, to our projects. In fact, we've seen it across the few launches we've made and also across some of our existing properties. Some of it has been pent-up demand but the next few months will really tell us if this is a long-term sustained change coming back to the category or not. We have also realized that challenging or questioning the status quo is more an issue with brands than with consumers,” he said. Explaining how consumers are open to these changes, he said that their launch of Happinest, Palghar was done completely virtually and in a contactless manner. “It was a risk and we were not sure how it would pan out. But we actually got over 300 bookings in four weeks,” he shared. <cmsannotation type="cmsannotation" annotationid="Marketing mediums and Mahindra Lifespaces" text="Marketing mediums and Mahindra Lifespaces">Marketing mediums and Mahindra Lifespaces </cmsannotation> For real estate, till before the pandemic hit, traditional mediums like Print, OOH and Radio accounted for their highest media spends. All of that has changed in the last one year. “Last year, it was all apart finding the right way of communicating with our consumers. There has been an obvious shift to digital. We had to get used to the fact that for those months, social media and digital platforms were our only modes of communication. Fortunately, we were already present on digital so it wasn’t a very big move for us. Also, real estate as a category hasn't had the advantage of TV. Print is to real estate what TV is to FMCG, that's our large scale imagery-building medium. While that has its advantages, it also has its limitations when it comes to manifesting your brand. And what's been a big blessing of the last one year is that we have realized the power of digital and therefore the ability to use the audio visual mode of communication on digital,” said Oza. Giving us a sense of what its marketing pie looks like, Oza said, "If we were spending Rs 100 on print earlier, we now might be spending between Rs 20-40, depending on the project and segment. So we've started coming back, but not too much. Similar with outdoor. Digital which was between Rs 20-40, has now gone up significantly." So will real estate ever invest as much on traditional mediums as they used to pre-pandemic? “To be honest, the jury's out on that. We've started using outdoors selectively and have some print, but that has been a very small part of our overall spends. We are still largely focused on digital and I think in the future too, our focus will be skewed a little more towards digital. This will also force the traditional mediums to re-evaluate the role they play in our lives and innovate. And that's good for everyone because it helps sharpen and clarify the thinking and also helps increase efficiencies,” concluded Oza.

How Mahindra Lifespaces is innovating on its products and communication to make way for new consumer expectations

New Delhi, May 15 () Realty firm Mahindra Lifespace Developers on Friday said it has appointed Arvind Subramanian as Managing Director and Chief Executive Officer of the company with effect from July 1. The board approved the decision in its meeting on Thursday. He will succeed Sangeeta Prasad who resigned on February 7 this year. She had worked with the Mahindra group for over 11 years. Arvind joined the company as Chief Executive Officer of Mahindra Happinest, the affordable housing business, in September 2018. Arun Nanda, Chairman, Mahindra Lifespaces Developers said, the company is poised for strong growth in a rapidly consolidating market. At Happinest, Subramanian has demonstrated his ability to imagine and engineer a new future for the sector, for the company and for our customers. Subramanian has over 23 years of experience, starting his professional career with the Tata Administrative Service, the central management cadre of the Tata Group. He spent close to 15 years with the Boston Consulting Group (BCG) where he was a Partner and Managing Director. Prior to joining the Mahindra Group, Subramanian was Regional CEO at a leading real estate developer. He holds an MBA degree from the Indian Institute of Management, Ahmedabad, and a BTech degree from Indian Institute of Technology, Madras. Established in 1994, Mahindra Lifespace Developers is the real estate and infrastructure development business of the USD 20.7 billion Mahindra Group. MJH ANSANS

Mahindra Lifespace appoints Arvind Subramanian as MD, CEO

New Delhi, Jan 27 () Realty firm Mahindra Lifespace Developers Ltd reported a 91 per cent decline in net profit to Rs 1.81 crore for the quarter ended December.
Its net profit stood at Rs 20.58 crore in the year ago period, the company said in a regulatory filing.
Total income also fell to Rs 85 crore during the third quarter of 2019-20 from Rs 
137.37 crore in the corresponding period of the previous year. 
Mahindra Lifespace MD and CEO Sangeeta Prasad said, "we are delighted with the successful launch of Happinest Kalyan, which strengthens the hypothesis that a right product with right location is always attractive."
The company plans to launch new projects in Mumbai and Pune this quarter, she added.
"The subdued investment sentiments in the economy has adversely impacted industrial land lease volumes," Prasad said.
On operational front, Mahindra Lifespace achieved sales of Rs 196 crore (0.26 million sq ft) in residential business (excluding cancellation at Luminare).
The company's development footprint spans 25.3 million sq ft of completed, ongoing and forthcoming residential projects across seven Indian cities; and over 5,000
acres of ongoing and forthcoming projects under development/management at its integrated developments/industrial clusters across four locations. 
 Mahindra Lifespace Developers is the real estate and infrastructure development
business of the Mahindra Group. MJH RUJ
RUJ

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Mahindra Lifespace appoints Arvind Subramanian as MD, CEO

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