Mumbai : The Lodha Group always aims to be at the forefront of innovation and lifestyle, and Palava City – one of its most ambitious projects in terms of scale – is no exception. Palava represents the future of urbanisation in India. It is an integrated live-work-learn-play city with all the comforts of an international township at prices which the Indian middle class and smart corporates can afford.
The Lodha Group wanted to create awareness about Palava’s newest and most happening neighbourhood, situated right next to what is planned to be India’s largest mall. Social Kinnect – India’s foremost independent digital marketing agency – devised and launched a campaign to help The Lodha Group establish Prime Square at Palava as one of Mumbai’s most happening neighbourhoods. The agency did just this, one building block at a time.
In an effort to seamlessly marry the power of storytelling with the promotional points of Palava, Social Kinnect devised an innovative campaign that also fulfilled the campaign’s key objective of driving brand awareness in a clutter breaking fashion. Using building blocks to bring alive the scale and ambition of the project, the agency replicated the ‘happening’ neighbourhood of Palava, with the focus on India’s Largest mall and the international-standard amenities that it provides like a shopping arcade, a boating zone, an adventure zone, a ferris wheel, multiplexes, open-air dining spaces, cafes, restaurants, an aquarium, and a children’s museum.
This awe-inspiring structure has been installed at the Xperia Mall in Palava between 28th Feb and 3rd March, free for all to come and view, with the aim of generating brand recall for Palava’s most happening neighbourhood. Social Kinnect also produced a video of the entire campaign, with the objective of driving views and traffic to the Palava website.
Speaking about this campaign, Viral Oza, Chief Marketing Officer at The Lodha Group said, “This is a first-of-its-kind campaign in the real-estate space. The magnitude of this project could only be captured in the creative and innovative manner of this campaign. The wide range of amenities and the lifestyle they provide for residents of Palava City is something we are all very proud of, and we’re excited about adding this mall to that range.”