MUMBAI: Lodha’s Greenfield project Palava, spread across 4500 acres, is their most ambitious project yet. With over 25,000 homes purchased in the last six years and thousands of families already living here, it is India’s fastest growing city. World-class amenities and advanced services are setting new standards for modern living.

And, for its brand new campaign, the Lodha Group has brought FCB Interface on board as its communication and strategy partner. The new campaign talks of how the city is poised to take off and how this is an opportune moment for people to be a part of it.

FCB Interface CEO Joe Thaliath said, “This is a unique opportunity for us to create a behavioural change and introduce a new way of living across touch points for the brand by attempting something new and breaking the monotony. To achieve this, we aim to reskin the city living mindset by taking it back to the core and then project the future living side of it."

Lodha Group regional CEO Shaishav Dharia said, “We believe that FCB Interface, as our partner, will be able to communicate our philosophy and vision for the city."

FCB Interface chief creative officer Robby Matthew adds, “Palava’s stated intent is to become one of the most liveable cities in the world. And it is already more than half way there. The new campaign simply tries to bring this alive.”