Mirror Now has launched a five-episode video series ‘Mumbai Mirrored’. Directed by JWT, it encapsulates the journey of Mumbai from seven islands to Bombay, and narrates real stories of the city along with its transformation over the years.
Sanjeev Bhargava, Director, Brand, Times of India, told BestMediaInfo.com, “With the series, we will try to create engagements, interactions, and generate curiosity among the audiences. With a lot of information buried in the series, we further would be describing and talking about the series and characters in the newspaper. So there would be a flow of audiences from digital onto print.”
Senthil Kumar, Director of the video series and CCO of Wunderman Thompson, said, “We wanted strong content for readers’ engagement, so they would come back to the newspaper to find out more. That's the way that the brand becomes a bridge for the reader to view or to feel or to read more content.”
As the name itself says, holding a mirror to the city’s transformation, the series is filled with reflections of the city’s architecture, stories of historical events and reels of real pictures of the city and its history makers, taken from the archives. The journey of the city is narrated by five personalities who have helped to shape it into its present form.
The series is available across the publication’s digital and social media platforms,including YouTube.
The newspaper has done print innovation through the seven unique jackets in the newspapers, symbolising the seven islands that the city was built from. An ode to the seven islands, feature reflections of seven iconic historic and modern Mumbai structures – the Gateway of India, Bandra-Worli Sealink, Siddhivinayak temple, Haji Ali, Afghan Church, CST station and BSE Sensex. In a first, the masthead is printed in reverse, “mirrored”. The brand used mirrors and reflections as a creative device to launch the video series.
Co-relating with the philosophy of the brand with the series, Bhargava said, “We will fight against what is wrong in the city and celebrate what's the good in the city.”
He said if the series meets expectations in terms of reactions from people, there will be more such content initiatives from the brand.
Apart from extending the reach of the video series, the brand plans to engage readers across their social media handles via interviews, articles, trivia and contests called ‘Guess the Place Contest’, ‘Throwback Bombay’, ‘Then & Now’ and ‘Moments from Mumbai’.