Mahindra Lifespaces Unveils ‘Home of Positive Energy’ as its new brand idea

Launching a Digital Video Film and a Mobile Experience Caravan to Bring ‘HOME of POSITIVE ENERGY’ to Life
DVC Link – https://youtu.be/867KB09MXTo

Mumbai, March 03rd, 2025: Mahindra Lifespace Developers Ltd., (MLDL), the real estate and
infrastructure development arm of the Mahindra Group introduced an authentic and evocative new
brand idea – ‘HOME of POSITIVE ENERGY’. This philosophy embodies the company’s commitment to
creating homes that promote well-being and harmony through thoughtful design, ample natural light,
and green spaces. The launch includes a digital video commercial (DVC) and a Mobile Experience
Centre, a first-of-its-kind initiative traveling across key locations in Mumbai, offering a firsthand
glimpse into the serenity that Mahindra homes provide.

Speaking on the launch, Abhimanyu Mathur, Chief Marketing Officer, Mahindra Lifespace
Developers Ltd., said, “HOME of POSITIVE ENERGY perfectly captures the way we design and build our
homes at Mahindra Lifespaces. Every aspect of our developments, from architecture to amenities is
crafted to enhance well-being and create a harmonious living environment. With Mahindra Vista, we
are bringing this philosophy to life, ensuring that homebuyers find not just a house, but a sanctuary
that nurtures their aspirations and daily lives.”

The DVC showcases the Mahindra Vista Caravan as a symbol of curiosity, drawing people in to
experience the inviting ambiance that defines the brand. It highlights the warmth and comfort of
Mahindra homes, culminating in a moment of contentment that reinforces the brand’s ethos.

After a long day navigating Mumbai’s chaos, a home should be a peaceful retreat. Bringing this vision
to life, Mahindra Lifespaces has launched the Mobile Experience Centre. Unlike a static billboard, it
offers a tangible and dynamic representation of the brand’s philosophy.

The brand positioning was developed in collaboration with strategic and creative agency The Womb,
who played a key role in shaping this vision. Heval Patel, Chief Operating Officer, The Womb, added,
“Today within a pin code- location and amenities, have become table-stakes. As rapid corporatization
picks momentum and levels the playing field for all, it was time for us to unearth and define the core
of Mahindra Lifespaces. The ‘HOME of POSITIVE ENERGY’ thought was to articulate not just a
pointof-view but a point-of-distinctiveness. Something that guides not just what we say but also helps
integrate seamlessly into the product and service experience”

This initiative underscores Mahindra Lifespaces’ vision of shaping vibrant, future-ready communities.
By blending innovation with purposeful design, the brand continues to redefine urban living, ensuring
that every development reflects its commitment to a more enriching lifestyle.