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Anita Arjundas, MD, Mahindra Lifespaces, with Nidhi Chandna, winner of the #JoyfulHomecomings contest, and her family
Mumbai, April 25, 2018: Mahindra Lifespace Developers Limited (‘MLDL’), the real estate and infrastructure development arm of the Mahindra Group, has announced the winner of its #Joyful Homecomings ‘Home at Re. 1’ contest. The contest was part of a campaign to bring to life Mahindra Lifespaces’ brand value proposition of ‘Joyful Homecomings’. The winner, Gurgaon resident Ms. Nidhi Chandna, is now the proud owner of an apartment at Happinest – Palghar: Mahindra Lifespaces’ latest affordable housing project, which has emerged as one of the fastest-selling projects in the Mumbai Metropolitan Region.
Sharing her excitement on her big win, Ms. Chandna said, “An apartment in MMR for Re. 1 is like a dream come true! I would like to thank Mahindra Lifespaces for creating a one-of-a-kind opportunity for a truly joyful homecoming.”
Added Sunil Sharma, VP – Marketing & CRM, Mahindra Lifespaces, “Purchasing a home is a major life decision, and most intending buyers today start their real estate journey online. At Mahindra Lifespaces, we are focused on ensuring that every aspect of this process is enjoyable. Digital has been working as one of the core media for the brand to build engagement & salience. The #JoyfulHomecomings campaign is a manifestation of our customer-centric approach on the digital platform, and we heartily welcome Ms. Chandna to the Mahindra Lifespaces family.”
Ahmed Aftab Naqvi, CEO and Co-founder, Gozoop, said, “Buying a home is one of the most cherished moments in a person’s life and our campaign #JoyfulHomecomings is an innovative take on spreading this happiness with just a single rupee. With over 142K potential home buyers engaged, this digital first campaign left an indelible impression on not just their minds, but their hearts as well.”
Mahindra Lifespaces’ brand proposition of Joyful Homecomings encompasses the delivery of thoughtfully designed homes and community spaces; hassle-free experiences; a portfolio of post-handover services; and the creation of vibrant communities that augment the living experience for residents. The month-long #JoyfulHomecomings campaign invited participants to answer a simple question – ‘What does #JoyfulHomecomings mean to you?’ The campaign also leveraged GIF and vox-pop videos wherein participants were asked for ideas on how they would spread joy with only Re. 1, thereby rousing wide curiosity and anticipation. The campaign generated 6.8K+ conversations over a month across digital platforms.
About Mahindra Lifespace Developers Ltd.
Established in 1994, Mahindra Lifespace Developers Ltd. is the real estate and infrastructure development business of the USD 19 billion Mahindra Group, and a pioneer of sustainable urbanisation in India. The Company is committed to transforming India’s urban landscape through its residential developments under the ‘Mahindra Lifespaces’ and ‘Happinest’ brands; and through its integrated cities and industrial clusters under the ‘Mahindra World City’ brand.
Mahindra Lifespaces delivers innovative customer-focused solutions that are rooted in a legacy of trust and transparency. The Company’s development footprint spans 23 million sq. ft. (2.137 million sq. m.) of completed, ongoing and forthcoming residential projects across seven Indian cities; and over 4960 acres of ongoing and forthcoming projects under development/management at its integrated developments in four cities.
A pioneer of the green homes movement in India, Mahindra Lifespaces has been ranked 4th in Asia in its category, in the ‘2017 GRESB Real Estate ESG (Environmental, Social and Governance) Assessment’. The Company has also been ranked among the top 50 great mid-size workplaces in India – 2017, by the Great Places To Work Institute.
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VML India lands two finalist spots at Cairns Hatchlings 2026
The Mumbai agency is back in Australia with two teams, a UN brief and 24 hours to impress
MUMBAI: VML India is heading to Australia again. The Mumbai-based creative agency has secured two finalist spots at the Cairns Hatchlings 2026 competition, one in the Audio category and one in Design, making it the only Indian agency to have reached the finals in both editions of the contest since its launch in 2025.
Four people will make the trip. Senior copywriter Shilpi Dey and senior art director Raj Thakkar will compete in Audio. Art directors Shabbir and Shruti Negi will go head-to-head with the world’s best in Design. The finals take place at the Cairns Convention Centre from 13th May, culminating in an awards ceremony on 15th May.
The work that got them there is worth examining. For the Audio category, Dey and Thakkar tackled a brief for LIVE LIKE MMAD with a campaign called Inner Voice, Interrupted. Using spatial audio techniques, the campaign recreates the overwhelming self-doubt that descends after a long workday, physically panning negative thoughts left and right before cutting the noise entirely to reveal a confident inner voice. Strategically targeted at commuters via Spotify during evening rush hours, the campaign reframes the hours after work as an opportunity for personal growth and charitable action.
For the Design category, Shabbir and Negi worked on a brief for Canteen’s Bandanna Day, a campaign highlighting how cancer pushes teenagers out of their own defining moments. Using a pixelated design language to create stark contrast between a blurred world of isolation and a focused world of connection, the campaign, titled The Flipside of Cancer, shows teenagers fading into the background of birthdays, skateparks and school proms. As a Canteen bandanna appears, the blur flips and the teenager snaps back into sharp focus.
Kalpesh Patankar, group chief creative officer of VML India, made no attempt to disguise his satisfaction. “We are immensely proud to see our teams consistently excel on the Cairns Hatchlings platform since its inception,” he said. “They have masterfully tackled challenging briefs across diverse categories, demonstrating both layered storytelling and a unique creative approach. This exceptional teamwork is truly inspiring.”
Dey and Thakkar, returning to the finals after last year’s run, were candid about the demands of the audio medium. “It’s one of the most demanding mediums, where we only have a few seconds to capture a listener’s world with sound alone, so absolute clarity is essential,” they said. “The true measure of creative work is its ability to create positive change, and our audio submission was made to help those who need it most while encouraging people to silence the inner voices that hold them back.”
Shabbir and Negi, competing in Design for the first time, described the experience as “a completely different beast.” “We see it as an opportunity to showcase our expertise, raise the bar, and challenge ourselves in new ways, while also learning from creative minds from across the globe,” they said.
In Australia, the four finalists will face a live 24-hour brief from the United Nations before presenting in a live pitch session. Twenty-four hours, one brief, one shot. VML India has been here before. It knows exactly what is at stake.
