By A Correspondent
Lodha Group launched its first commercial TVC – ‘Find your Kingdom’. Centered on Lodha’s core philosophy of ‘Building a Better Life’, the campaign attempts to establish an emotional connect between consumer aspirations and the lifestyle experience delivered by the brand. Conceptualised by Ogilvy and Mather, the TVC narrates this experience through the journey of a little girl, where all her dreams get manifested into reality at her Lodha home.
The TVC begins with a little girl entering the room, holding a key in her hand. The protagonist first looks through the keyhole inquisitively and smiles before putting the key into the mysterious door and opening it. After which, she is shown passing through the door and entering into a magical home of her dreams. The inspiring VO starts by saying – “Ghar mera ek kile sa hai, Jismein sab kuch bada bada sa hain†and runs throughout the film where it depicts her aspirations of a dream home, with each scene in a poetic manner.
Commenting on the campaign, Viral Oza, Chief Marketing Officer, Lodha Group said, “Our new campaign is in line with our group philosophy of ‘Building a Better Life’. The TVC aims to depict life at Lodha and what consumers can expect from Lodha properties. The poem recital by a little girl about her kingdom conveys that the home you dreamt of as a child can be reality. Just like a kingdom, Lodha properties provide ample green and open spaces, a secure environment, facilities and amenities to improve quality of life and most importantly create communities to instill a sense of belonging.”
Said Piyush Pandey, Executive Chairman & Creative Director, South Asia, Ogilvy & Mather on the campaign, “Lodha is known for its quality homes, where lots of families live in comfort and luxury with facilities and security. To me, it’s like living in a fort. The campaign captures the dreams and desires of people, and offers Lodha as a modern=day fort.â€
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People would like to believe that Martin is a control freak—nothing could be further from the truth. Martin’s name is misused by his managers in the operating companies so as to help them achieve their own ends. Martin would not even be aware of many of the things that his managers claim that he has an opinion on. His interest is in communication, in the health of his companies, in the finances, in corporate-governance issues, in the stock price and in WPP’s shareholders. Martin does not interfere in the running of the companies and has little interest in decisions that ought to be taken by his local managers-which is perhaps why WPP does so well globally. The fact that India is so important to WPP now, and yet the Indian operations are run totally by Indian managers underlines his belief that global businesses are best run by managers who know the lay of the land.