Devised by Taproot, the film captures how glamour, style, entertainment and movies have percolated though all sections of society in Mumbai
BestMediaInfo Bureau | Delhi | July 10, 2012
A girl walking in high heels over a pipe, a fully decked up fisherwoman selling her catch, Sylvester Stallone-esque cylinder delivery boy, an auto guy who looks every bit out of a fashion ramp... all this and more have been used to emphasise that for the last 18 years Bombay Times, the city supplement of The Times of India, has stood for glamour, style, entertainment, and the movies.
The television campaign captures how this perception has percolated through all sections of society in Mumbai. Conceived by Taproot India, the idea was to push reality a bit to make it cinematically dramatic.
“Over time, we can see how a certain sense of personal style has crept into all walks of life in the city. Whether it is the gelled hair on the delivery boy or the bling shoes being sold on the pavement – the city's sense of glamour and style has undergone a steady upward change. We thought it would be great to exaggerate the city's working class icons and the common man to put out a proud, unabashed statement about the city and the good life its citizens do not shy from aspiring to,” said Agnello Dias, Chairman and Co-Founder, Taproot.
Priya Gupta, Vice-President, Brand, The Times of India, said, “The campaign is unapologetically cutting-edge. Bombay Times, for the last 18 years, has been connecting with the people who are born glamorous.”
The 60-seconds TVC is currently on-air across a few selected channels. “The Times Group channels and a few programmes will air the campaign. Apart from this, we will be using radio, print, outdoor, cinema, and digital. We believe that the ad would get viral,” Gupta said.
“When we were shooting the campaign, the only difficulty we saw was to tell the curious onlookers what we were doing. They could not understand why the dabbawalla is dressed like that,” Dias said.
The advertisement would also have a rub-off on other city editions.
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