Hindustan Times has rolled out a campaign through which it celebrates the spirit of Mumbai. Conceptualised by RK Swamy BBDO, the campaign consists of three films. The films celebrate Bollywood, cricket and Irani Cafes, which are prevalent in the city.
Each of the films have catch soundtracks, customised with a common thread, 'Mumbai meri hai'.
The film for Bollywood (top) features a girl playing the guitar and singing about the actors that have come from the city.
The cricket film has been given a Marathi song. It starts with a youngster playing gully cricket and progresses to the stadium.
The third film shows the Irani cafe culture. It features a Parsi man singing about the famous dishes found in these cafes across the city.
The three films end with a common message, 'This is Mumbai. It accepts us all. HT gets Mumbai'.
According to a statement, the campaign idea was to convey that Mumbai never says no to anyone and accepts everyone, however they are.
The films have released across theatres on 19 April. The campaign will progress to other legs in the next two weeks.
Client: HT Media
Brand: Hindustan Times, Mumbai
Creative agency: RKSwamy BBDO, Mumbai
Production house: Venus Productions
Director: Ravi Jain
Producer: Anil Jain
Executive producer: Muskaan Khan Thakur
Associate producer: Varshá Krishnani
DOP: Kumaara Swaamy
Production designer: Suresh Selvarajan
Costume stylist: Neha Shah Jain
Choreographer: Anand Kumar (Andy)
Music director: Anurag Saikia
Prop stylist: Meenal V. Uchil
First assistant director: Ajinkya Narkar
DA and post supervisor: Aditi Sarda
Concept art and background: Vipul Haldankar
Production manager: Mohan Joshi
Post studios: Post Master, Splice Studioz, Getafixx, Euphony Studio
Offline editor - Ashish Suryavanshi
Online editor: Khushal Morajkar
Sound designer: Bhaskar Sarma