The agency executed lively creative for print campaign to launch Lavasa’s second town, Mugaon
BestMediaInfo Bureau | Mumbai | November 29, 2013
One of the largest urban infrastructure development projects in India, Lavasa hill city is set amidst 10,000 hectares of picturesque verdant landscape in Western India. Developed by Lavasa Corporation Limited, this India’s first planned city is a symphony of grandeur and thought. Envisioned as an inclusive city with a ‘365 day economy’, Lavasa hosts a multitude of global leaders in hospitality, tourism, education, health care, business research and industry. With Dasve, the first town fully operational Lavasa launched its second town, Mugaon with the new campaign. People who dream of having a larger-than-life living experience are closer to realizing it in Mugaon as it promises to give you a hip and happening lifestyle combining both living and leisure.
To create a unique positioning for Lavasa’s second town – Mugaon, the challenge was to bring alive the fact that it is a town where there is so much more to living. Especially because it is going to be home to a world of attractions; in the vicinity of which the town’s citizens can live, learn, work and play. Like India’s first Hollywood-Bollywood Theme Park, Space Camp & Edutainment Centre, an International Football Academy, India’s first Steve Redgrave Rowing Academy, Xtreme Sports Centre, night clubs, fine dining restaurants and world renowned hotels. In short, life in Mugaon would never fall short when it comes to fun and leisure.
The creative idea was to peg the town as the Entertainment Capital of India. Where life is in a different league of its own. Where entertainment, sport and leisure will become part of your life and lifestyle. And where it all comes together in blockbuster proportions. All in all, there’s never a dull moment in Mugaon.
DDB Mudra Mumbai worked on an idea and executed lively creatives. All print creatives
depict that Mugaon will be home to the best in leisure, sport and hospitality. It will combine urban living in a natural setting. It will also be home to some of India’s best research and development companies.
Anuradha Paraskar, Sr. VP – Marketing & Sales, Lavasa Corporation, said, “The new campaign is focused on creating a definable sense of place which acts as an enormous draw for people. It speaks in tandem with the spirit of Mugaon. A home to one of the world’s premier football and rowing academies, Space Theme Park, Hollywood-Bollywood Theme Park and the finest in hospitality, Mugaon will give that perfect hip and happening lifestyle combining both living and leisure”.
Sonal Dabral, Chairman and Chief Creative Officer, DDB Mudra Group, said, “What can be said in the realty space that hasn’t been said already? The category communication is steeped in a sea of sameness. And here comes along a full-fledged town called Mugaon that offers its residents access to attractions never heard of in India. Mumbai might have Bollywood, but Mugaon is going to be home to India’s first Hollywood-Bollywood Theme Park, India’s only Space Camp & Edutainment Centre, an International Football Academy, India’s first Steve Redgrave Rowing Academy and what not. It didn’t feel wrong to call Mugaon the ‘Entertainment Capital of India’.”
Agency: DDB Mudra Mumbai
Chairman & Chief Creative Officer: Sonal Dabral
President: Rajiv Sabnis
Account Planning: Amit Kekre, Shravya Kaparthi
Account Management: Sanjay Panday, Naresh Parmar, Seema Mhate
Creative Director: Shagun Seda, Satyajeet Kadam
Art Director: Vallabh Yeolekar, Avinash Jakhalekar
Copywriter: Shreedavy Babuji, Ravi Ananthan