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Turn parents into friends, FCB's Club Mahindra campaign

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MUMBAI: FCB Interface has released an exciting campaign for Club Mahindra. The campaign emphasizes on the need for a real holiday and the joy of creating unforgettable experiences and memories that are made possible by Club Mahindra.

Taking the time to be with each other is an essential trait of happy, healthy families. It may sound like an oversimplification, but families that play together tend to stay together. Taking a step to help families spend quality time, Club Mahindra with its unique resorts is probably the best place to build lifelong memories with family, this sets the foundation of the campaign.

The campaign is on air across 55 leading channels supported by print, digital and OOH presence.

About the film: The film is set in the breathtakingly beautiful backwaters of Ashtamudi Lake where you can find Club Mahindra’s floating cottages. You see this kid fishing from the sit-out of the cottage. When the kid senses a ‘tug’ and pulls out the line, the weed ‘fish’ lands on mummy’s book thus giving her the fright of her life. Seeing mummy all spooked and jumping around like a spring, the boy gets and idea and chases mummy around the cottage and the lawns with the weed. Mummy and daddy’s decision to play and striking friendly bond with the kid forms the crux of this film.

FCB Interface chief creative officer Robby Mathew said, “When we take the time to play with our children, they end up becoming our friends. And as we all know, there is no generation gap between friends."

FCB CEO Joe Thaliath said, "In today's high pressure environment everyone is on call 24x7. Research revealed that the consumers live with an unresolved guilt. Torn between the desire to provide time and an aspirational life to the family while being committed to their occupational demands, even when on a holiday. Holiday decisions therefore have become all about room, nights, destinations and deals. In this backdrop we wanted to remind the consumer what a ‘real holiday’ was."

Mahindra Holidays chief marketing officer Giridhar Seetharam said, “Fast paced lifestyles have ensured that today the home has become just a space for cohabitation rather than bonding and togetherness. Vacation are thus, a fantastic opportunity for the family to relax and experience shared moments of fun, laughter and happiness."

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