Mahindra Lifespaces is the real estate and infrastructure development arm of the Mahindra Group. Mahindra Lifespaces has been at the forefront of transforming urban landscapes by creating sustainable communities and is India’s first Green Homes developer. With this philosophy deeply engrained, they espouse Green Design and Healthy Living as the foundations of all their projects. One of the first companies to receive the Platinum rated green homes pre-certification from IGBC, today all their residential projects are pre-certified green buildings by IGBC.

Mahindra Lifespaces abides by four pillars of ‘Quality, Transparency, Sustainability and Joyful Homecomings’. The idea for the campaign had to be based on these pillars. The campaign had to reflect the pillar of Sustainability in all aspects.

Creating a brand recall associated with the principle of ‘Sustainability’. Sustainability as the brand principle comprises of ‘People, Planet & Profits’. An activity that creates a strong connect with the target audience towards the brands message for a greener future & at the same time an activity which drives user engagement online towards realizing these goals.

A widespread campaign around one of their core pillars of Sustainability, with which the brand can reach out to over 1 million people online at the same time engage them with the brands vision.

The campaign had to be an embodiment of the 3 elements of Sustainability. The idea was to establish the fact that how MLDL as a brand is strongly associated with the thought of a greener future and as a Real estate company it is one of the first to undertake a campaign of this magnitude.

The campaign was planned around Christmas & keeping children in mind who were one of the core audiences for this campaign.

A key thought that was taken into consideration while crafting this campaign was the thought of ‘creating a better, greener future’. To ensure this, workshops in schools was conducted which was aimed at inspiring young minds who will lead the future.

Results

#IAmGreenArmy thoughts were in sync with people’s willingness to contribute & we surpassed the goals on Facebook & Twitter with the activity trending in various different states for more than 3 hours.

• We recorded around 3934 tweets with 940 Retweets & 2089 mentions with a reach of 4.5 million overall during the campaign on Twitter.

• Facebook witnessed 652 comments and an engagement rate of 10.14% with an overall reach of 3.6 million.

• The idea of contributing or pledging towards a greener environment was a thought which was well received by the target audience & resonated well with them enabling the response thus.

The buzz generated as a result was sufficient to get picked up by many P.R. sites. MLDL was one of the few real estate brands from India which was quite instrumental when it came to undertaking campaigns on the principle of sustainability.