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Hindustan Times rejuvenates love for city with ‘I love Mumbai’ campaign

20-September-2007
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Hindustan Times rejuvenates love for city with ‘I love Mumbai’ campaign

Hindustan Times, in an attempt to reflect the love and spirit of Mumbaikars, had announced last month a campaign exclusively dedicated to the city of Mumbai and its residents. The campaign titled ‘I love Mumbai’ saw an overwhelming response with its recently culminated ‘The Voice of Mumbai’ competition. The forthcoming competitions like the ‘Youth Nexus’ and ‘The Spirits of Mumbai’ are also likely to elicit good response.

‘The Voice of Mumbai’ that began on August 25, and which saw its final day on September 14, had brought together more than 3,500 contestants who auditioned, out of which only eight finalists were selected to compete and perform in front of a huge audience at the Andheri Sports Complex in Mumbai. Out of the eight finalists, one was chosen the winner and was awarded prize money of Rs 1,00, 000.

‘Youth Nexus’, which is yet another HT initiative, is a unique college festival conducted for the colleges of Mumbai. Around 25-30 colleges that are associated with the Maharashtra Board would be selected. ‘Youth Nexus’ would begin from September 28, and the winners for the same would be announced on September 29.

HT’s final initiative for the ‘I love Mumbai’ campaign, ‘The Spirits of Mumbai’, has been conceptualised to recognise those citizens of Mumbai who have made a difference to the city and its people.

Anand Ramabhadran, Business Head-West and South, Hindustan Times, revealed the daily publication’s thought process behind launching the ‘I love Mumbai’ campaign. “We are looking at what Mumbaikars are doing and could do to make the city better. Our aim is to involve the Government of India with the citizens of Mumbai in various activities that can lead to the upbringing of the city in all respects. We are slowly and gradually moving towards this goal.”

Ramabhadran added that the aim was to re-invoke love among residents of Mumbai, and make them feel proud of where they belong to. “On several occasions, the resident of Mumbai have lost faith and respect for the city, with terrorism and other natural calamities, proving to be lethal against the city. We want to work with the citizens and the Government in a noble cause that would benefit the city to a great extent.”

When asked about how the ‘Voice of Mumbai’ has played its part for this noble cause, Ramabhadran said that the competition brought in a lot of camaraderie among participants, and the residents who followed it. “We wanted to re-inforce happiness and joy in the city with ‘Voice of Mumbai’,” he said.

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