Luxury sector in India has come a long way.

Published on Impact on Net for Lodha Luxury's campaign #Whatareyouwaitingfor

Observing that luxury housing has in fact grown in importance than ever before, Mansi Saxena, Head of Marketing at Lodha Luxury discusses the insights behind the brand’s latest campaign that urges consumers to chase their dreams and turn them into reality

At a time when luxury brands are confronted with new challenges on account of the pandemic, realty brand Lodha Luxury has rolled out a new campaign urging consumers to make the most of the time that is ‘now’. With the hashtag #WhatAreYouWaitingFor the campaign reminds consumers that they should continue to chase their dreams ‘now’ before life can pass them by.

The campaign pulls at the heartstrings of the viewer. It is in the differentiated, fleeting memorable moments of life, where dreams are built, and what better time than now to turn them into reality

“All of us tend to wait for some milestones to make our dreams a reality. This campaign is driven by the insight that the time is now, to live your best life. The campaign captures several beautiful moments unfolding at Lodha Luxury’s many spaces, aptly signifying the very essence of an enriching life. With this very thought, we conceptualised the campaign urge the viewer to be a part of the beautiful, indulgent experiences that Lodha Luxury has to offer, without further ado”.

Campaign Insight

Speaking about the insight behind the campaign, Mansi Saxena, Head of Marketing at Lodha Luxury says, “All of us tend to wait for some milestones to make our dreams a reality. This campaign is driven by the insight that the time is now, to live your best life. The campaign captures several beautiful moments unfolding at Lodha Luxury’s many spaces, aptly signifying the very essence of an enriching life. With this very thought, we conceptualised the campaign urge the viewer to be a part of the beautiful, indulgent experiences that Lodha Luxury has to offer, without further ado”. She further remarks that the campaign is a reflection of the celebration of life, as told through the Lodha Luxury filter.

The campaign, which has been conceptualised in partnership with ANC, will be amplified with a media mix that includes both traditional and targeted digital media. “The target audience for Lodha Luxury is absolute UHNIs (Ultra High Net Worth Individuals) and luxury connoisseurs. It’s a 360 degree campaign that comprises of hyper local traditional media, which is Out Of Home and Print. We will also have a targeted digital media plan – covering connected TV, Social, Spotify, programmatic and display advertising,” adds Saxena.