MUMBAI: A first Diwali in a new home, a college student returning to the family fold and grandparents reuniting with their grandchildren. Godrej Properties is bringing these moments of domestic happiness together in its latest festive campaign, ‘Khushiyon Ki Chaabi, Mera Godrej Ghar’.
Launched on 4 November, the digital-first, pan-India campaign has been conceptualised by AA World. It explores the different ways people experience happiness at home, positioning the space as more than a physical asset: a setting for family traditions, milestones and shared memories.
At the centre of the campaign is a brand film that moves through familiar Diwali scenes, from a mother and daughter getting dressed for the festival and families preparing festive delicacies to a grandfather meeting his grandchildren. It also features a family gathering around its pet and a couple celebrating their first Diwali in a new home.
Set to a Hindi track around the themes of home, family and Diwali, the film closes with the line, ‘Ghar ke kone kone mein khushi, ek chaabi se khulti hai’, reinforcing the idea that happiness finds its place at home.
The campaign extends beyond the film through nearly 100 homeowner-led stories from Godrej Properties projects. Residents share personal memories and milestones, including their first Diwali in a Godrej home.
The campaign identity has also been adapted into regional languages, including Marathi, Bengali, Telugu and Kannada, to connect with audiences across markets. It is live on digital, social media and YouTube platforms.
Godrej Properties chief sales, marketing and customer centricity officer Subhasish Pattanaik said the campaign puts customers and their personal stories at the centre of the brand’s festive communication. He added that the company’s responsibility extends beyond handing over homes to creating communities that enrich residents’ lives.
AA World founders and creative directors Akash Das and Amar Singh said the campaign seeks to capture the sense of joy and belonging associated with Diwali homecomings.
The campaign builds on Godrej Properties’ positioning around the idea of crafting joy. The company says more than 100,000 families have found homes with it, drawing on the Godrej Industries Group’s 129-year legacy.