Conceptualised in-house by the online marketplace for homebuyers and developers, the company aims to revive the love for the lost lanes in Mumbai through the lens of its residents
BestMediaInfo Bureau | Mumbai | December 16, 2016
HDFC RED, a digital marketplace for homebuyers and developers, has launched its first social media campaign, conceptualised in-house. The campaign aims to bring back the importance of the lanes in our lives through the medium of the lens.
The Instagram campaign #LanesByLens was started by a photowalk on December 10. The Instagram photowalk witnessed more than 200 photo enthusiasts going around Mumbai’s lanes across Colaba, Worli Naka, Dadar, Bandra, Juhu, capturing the various landmarks.
Elaborating on the insight, Rohan Gandhi, Social Media Head, HDFC RED, said, “As a brand, we not only understand this business but also the importance of the neighbourhood and cities people live in. Our brand motto is helping people find their kind of place and everyone's kind is defined by their choice of homes and features of the vicinity they connect with. We decided to get onto the streets and capture these various facets of the city that make a difference in people’s lives and become an important part of their postal address.”
The company aims to revive the love for the lost lanes in Mumbai through the eyes of those who cherish them the most, its residents. Now the campaign is open for everyone to participate by posting a picture on Instagram and stand a chance to win exciting prizes. The contest has already received more than 800 entries. Those who click the winning photographs will get prizes like MacbookAir, smart phones and Amazon/Flipkart vouchers worth Rs 10,000.
Explaining the concept of this campaign, Gandhi, said, “Unlike other regular street photowalks, we decided to capture the lesser known yet symbolic landmarks of Mumbai, which for an individual define their address and identity. To cherish these memories and hold on to them, we rolled out the #LanesByLens campaign. We believe cities are made out of lanes and lanes are made out of these small landmarks, which then become an important part of your postal address.”
The hdfcredindia Instagram handle will feature the photographs collected, celebrating the best of Mumbai’s arteries, its various lanes. The results will be announced on December 25, 2016. Participants aged 16 and above, residing in Mumbai and possessing a valid Mumbai delivery address with a valid ID proof, can enter the contest. Although multiple pictures from the same handle are allowed, the pictures need to be taken during the duration of the campaign only and no pre-clicked pictures will be considered valid.
To participate in the contest, enthusiasts need to follow @hdfcredindia on Instagram, click a Mumbai lane with a landmark in the photo, upload and tag @hdfcredindia, use the #LanesByLens and add the location.
Commenting on the event, Sohel I S, CEO, HDFC RED, said, “One's love for their neighbourhood is almost as deeply-entrenched as that for their home. Every person who lives and grows up in a locality has a different perspective and shares something special with their vicinity, something that can be captured only with the lens of their mind. With the creative campaign #LanesByLens, we want to celebrate the various facets of the lanes of Mumbai through the eyes of the people who call this city their 'home'.”
Founded in 2010, HDFC RED is a digital marketplace for homebuyers and developers that aims at addressing issues of congruence in the housing industry. A wholly owned subsidiary of HDFC, the company has strategically built its business model on the primary residential market.