Mumbai Mirror strengthens stance as people’s paper

Taproot India’s campaign, titled ‘I Am Mumbai’, portrays Mumbai Mirror as the voice of every common citizen.

e4m by Sai Prasanna
Published: Dec 22, 2011 11:41 AM  | 3 min read
Mumbai Mirror strengthens stance as people’s paper

Mumbai Mirror, which has always positioned itself as a paper focused on its readers and, many a time, laid open the gut of the city with its exposes, has come out with a new campaign to emphasise its stand as the voice of the ordinary Mumbaikar. The campaign titled ‘I Am Mumbai’ has been conceptualized and executed by Taproot India.
The TVC, which went on air on December 21, has four protagonists who embody the city, its people, and their stories – a writer whose book is burnt, a mother of two whose children have to drink adulterated milk, a group of orphans who live in pitiable conditions, and an educated man tired of the political system, each of them holding a megaphone (equated to Mumbai Mirror) to make the city and its people sit up and pay attention to their untold stories. The ad questions, ‘Mumbai Speaks Every Morning. Are you listening?’ Talking about the brief for the campaign to exchange4media, Agnello Dias, Co-founder and Chief Creative Officer, Taproot India, said, “For long, Mumbai Mirror has been bringing its readers the unheard voices of Mumbai through a relentless series of exposes. The objective of the campaign is to underline the fact that every citizen, rich or poor, oppressed or cheated has a voice that reaches the city every morning.”

Based on four real stories broken by Mumbai Mirror, the idea was to create a fictionalized account of how affected citizens from all walks of life found a strong and powerful voice in the paper. Dias shared, “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. Mumbai Mirror has amplified many such unheard voices and highlighted their stories.”
The ad has been shot in common public areas such as a square, a railway station, a government office, and on a highway to imply that these are stories of ordinary people. The writer’s story mirrors the Rohinton Mistry book burning incident; the mother’s story from the expose on adulteration of milk; and the orphans’ piece from the children’s remand home story. The page numbers and the dates on which the actual stories appeared have been inserted into the TVC.
Rahul Kansal, Chief Marketing Officer, Bennett, Coleman & Co. Ltd, remarked, “Mumbai Mirror is a strong newspaper that looks out for its readers. In a city where the ordinary citizen can feel rather helpless at the receiving end of an insensitive system, the paper empowers the reader... gives him a voice.”
The 4-story ad will be aired as 4 separate films on television and as one TVC in cinema houses with ads running parallel across other media channels such as print, OOH, and radio over a period of 2-3 months. The second phase of the campaign will take off mid next year. Nandini Dias, COO, Lodestar UM, added, “The multimedia campaign is a national communication and not restricted only to Mumbai. Although the paper is Mumbai-based, the flavor is relevant to the national scene.”



Agency: Taproot India
Client: Bennett & Coleman
Brand Team: Rahul Kansal/Priya Gupta
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
Media agency: Lodestar UM


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