How Mumbai Mirror's new initiative captures the city’s transition from Bombay to Mumbai

The video series 'Mumbai Mirrored' showcases the city’s rich past through the narratives of five of its oldest, most passionate Bombaywallahs  

by Beryl Menezes
Published - Sep 18, 2019 8:26 AM Updated: Sep 19, 2019 12:53 PM

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Mumbai Mirror

Mirroring the journey of the ‘City of Dreams’ from Bombay to Mumbai, Mumbai Mirror has released a video series called ‘Mumbai Mirrored’ in collaboration with JWT, featuring the narratives of five senior citizens namely, theatre person Gerson Da Cunha, activist Pushpa Bhave, architect Shirish Patel, founder of Dalit Panthers Mumbai, JV Pawar and renowned city cop, Julio Ribeiro.

Talking about the initiative, Sanjeev Bhargava, Director - Brand TOI, said, “Traditionally Mumbai Mirror has been the paper for the passionate Mumbai citizen. The idea behind this initiative was to help connect our young readers with the Bombay of the past, which they would not have seen, and tell them more about what makes the maximum city what it is today. This is reflected through the lives of some of the city’s oldest citizens who provide glimpses into the transformation of the city from Bombay to Mumbai.”

While the five videos will be live on a specially created microsite www.mumbaimirrored.com, the digital amplification will also be followed up with additional information about the initiative in Mumbai Mirror, supplemented with interactive contests and trivia on the publication’s social media channels.”

Along with the release of the video series, today’s Mumbai Mirror will have seven different jackets, each one featuring iconic photos of Bombay and Mumbai, reflective of the past and present day city. The images on these jackets will be laterally inverted, as will the Mumbai Mirror masthead, viewable only when held up against a mirror.

An Outdoor campaign may also follow the digital and print amplification of this initiative, as per Bhargava.

On the conceptualisation and execution of ‘Mumbai Mirrored’, Senthil Kumar, Chief Creative Officer, JWT and director of the video series, said, “This initiative was a joint collaboration between the brand team, editorial team led by Mumbai Mirror Editor Meenal Baghel and the creative team, and it took us six months to put the video series together. The idea to create this series, chronicled through the lives of these five legendary Bombaywallahs — whom we interviewed over the course of a month’s time — was because we strongly believe that individuals are a true reflection of a city’s past and present and make it what it is. All the five stories have parallel and perpendicular perspectives, interconnected as they are with each other.”

To complement their walk down memory lane, the editorial team of Mumbai Mirror and the creative team of JWT sifted through hundreds of old photos of Bombay from the BCCL archives which have been used in the videos to support the narratives.

However, the videos have been intentionally limited to a 6-minute duration to create curiosity in Mumbai Mirror readers, leading them back to the paper to find out more about the narratives, and thus creating a seamless thread between the video series and the print publication.

So what are the expectations from this initiative? “I am very confident that ‘Mumbai Mirrored’ will create great traction with our readers. It will help build stickiness for the brand, giving readers more reasons to pick up the paper. While Mumbai Mirror is already an integral part of the city, we wanted to give our readers a new perspective into the city they love and we hope such initiatives will help readers continue to find value in the publication,” Bhargava concluded.

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