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‘I am Mumbai’ Mirror campaign gives a voice to Mumbaikars

The campaign for the compact morninger, Mumbai Mirror, has been conceived by TapRoot India, and the four ads are based on actual stories from the daily reflecting the angst of the people

Neha Saraiya | New Delhi | December 22, 2011

Now, people of Mumbai will wake up every morning to nothing but the truth with the tabloid morninger, Mumbai Mirror, the second largest read English daily in Mumbai from The Times of India Group, pledges to reach out to its readers with real voices daily.

The hard-hitting campaign based on four real stories broken by Mumbai Mirror in the recent past is the brain child of TOI's creative agency, TapRoot India.  The central idea was to create a fictionalised account of how affected citizens from all walks of life found a strong and powerful voice in the paper.

For long Mumbai Mirror has been bringing to its readers the unheard voices of Mumbai through a relentless series of exposes. Thus, the objective of this campaign is to underline the fact that every citizen, rich or poor, oppressed or cheated, has a voice that reaches everyone every morning.

Throwing light on the objective of the campaign, Rahul Kansal, Chief Marketing Officer, The Times of India Group, said, "The Mumbai Mirror is a strong newspaper that looks out for its readers. In a city where the ordinary guy can feel rather helpless and at the receiving end of an insensitive system, the paper empowers the reader and gives him a voice."

Shot in black & white, the TVC shows the resentment and the fury expressed by the central protagonists of each of the stories that includes a writer protesting over his burnt books, a mother raging over the use of sewage water in milk fed to her children, street urchins screaming about their inhuman living conditions, and a young lad dissenting about the political parties’ posters pasted on the city walls. Besides anger, they all have one thing in common: they represent Mumbai by screaming out loud the ‘I am Mumbai’ slogan. The ad also informs about the date, year and the page when each of the stories appeared in the compact newspaper.

On the creative idea, Agnello Dias, Chairman & Co-Founder TapRoot India, said, “Mumbai has many faces. Some that evoke, others provoke. But if we were to look every one of them in the eye, we will find that all of them are the face of Mumbai. It takes many stories to make this city and some need to be told.”

The film is directed by Abhinay Deo and the producer is Apurba Sengupta of RDP. The track for the TVC has been composed by Ram Sampath.

The TVC:



Agency: TapRoot India

Creative Directors: Santosh Padhi, Agnello Dias

Copy: Agnello Dias

Account management: Mandar Sawant

Production house: RDP

Director: Abhinay Deo

Music: Ram Sampath

Executive Producer: Apurba Sengupta

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Comments (1)
  • Gaurav Maur- 10 years ago

    Brilliant story..... i m loving this ad.... :))