Mumbai Mirror takes pride in being hated

The brand's latest campaign tells the story of the antagonists exposed by the newspaper and takes a considerable risk at the end of the film by showing its copies being burnt

e4m by Priyanka Mehra
Updated: Oct 30, 2014 8:30 AM
Mumbai Mirror takes pride in being hated

Mumbai Mirror’s last campaign ‘I am Mumbai’ by Taproot India, was a winner on both national and international forums, including the Cannes International Festival of Creativity. The brand is back with a new campaign and quite interestingly, the narrative is told from the eyes of the antagonist as opposed to the victims in the previous film. Director Abhinay Deo of Ramesh Deo Production has chosen to keep the look and feel of the film black and white, keeping with the print domain. The audience unwittingly and very naturally could start feeling sorry for the antagonists in the first few seconds, while the film quickly and subtly changes tracks showcasing the antagonists for who they really are. The film ends on a powerful note with a pack shot of the Mumbai Mirror burning, and a punch line of ‘Hated by Some, Every Morning. Thankfully’.

The Brief

Rahul Kansal Executive President, The Times Group

To continue to portray Mumbai Mirror as a fearless voice of the common citizen of Mumbai.

The Twist
Agnello Dias, Writer

Last time we chose to tell the story from the victims’ perspective, this time it was the villains’. It was deliberately misleading the audience into thinking they are the victims, because they think what they do is right.


Abhinay Deo, Director

This is one of the most difficult films I have worked on as a director it is difficult to draw the right emotions, for such a twisted idea. We did not want the audience to say ‘poor thing’ to the antagonists and that was the biggest danger and challenge as a Director.

Insight behind the campaign

Rahul Kansal

Criminals and corrupt people have got away with impunity in India for way too long. The average citizen is impatient to bring an end to this impunity. We decided to show these bad elements in society being finally brought to book, thanks to the fearless exposes done by Mumbai Mirror.

The Different Take

Rahul Kansal 
This film is actually saying the same thing as the first film, fundamentally. However, it is totally inverted the prism through which the story is being told. The last time around, we showed it from the point of view of the citizen, who had been hurt by the system and was fighting back. Now we are showing it from the point of the ‘baddies’, who are running scared.

Abhinay Deo
I don’t approach anything with baggage, there was a big legacy of previous campaign, but the approach for this campaign was for what it is. The last time was straightforward, this time it was about antagonists not the victims. The risky element was not to make the antagonists bigger than the heroes.

Taking Pride in being Hated?

Agnello Dias

It is pretty amazing for a brand to take a stand and say we are happy to be hated; it is a very brave move for a brand.

Abhinay Deo

It is incredible that the client was ready to take the stand of people hate us, and we pride ourselves on this, the burning newspaper pack shot is something only a risk-taking client would let you do.

The best part of hard-hitting communication like this is, whether people say good or bad, they will talk about it. How many ad films are able to achieve this?

Watch Video Here:

Client: BCCL
Rahul Kansal, Sandeep Singh Arora, Amiteshwar Kukreja, Pooja Bala and Sana Arora

Agency: Taproot
Umesh Shrikhande, Santosh Padhi/Agnello Dias - Chief Creative Officers
Agnello Dias - Writer

Production House: RDP (Ramesh Deo Production)
Abhinay Deo: Director
Apurba Sengupta: Producer
Ram Sampath: Music
Kartik Vijay: Cinematographer

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