A new TVC for Mumbai Mirror portrays how the city newspaper has become the voice of the average Mumbai citizen (Mumbaikar). Based on four real stories broken by the newspaper in the recent past - the destruction of an author's works, the adulteration of milk, the absymal conditions of an orphanage, and the "uglyfication" of the city by banners - the fictionalised depictions show the affected citizens taking to a loudspeaker (symbolically representing the Mumbai Mirror) to make their grievances heard.
Talking about the new campaign, Agnello Dias, chief creative officer, partner and co-founder, Taproot, said, "This is not Mumbai Mirror's first TV campaign, there was a campaign some years ago during the launch. The need for this campaign is that Mumbai Mirror has grown in scale and purpose and has over the years become easily the best city newspaper in the country. It has now literally become the voice of the average Mumbai-kar against all forms of injustice. And we thought it would be an apt time to underline this position that the brand has assumed by dint of its content." On the idea behind the TVC, he said, "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 them are the face of Mumbai. It takes many stories to make this city and some need to be told."
Rahul Kansal, chief marketing officer, The Times of India, said, "The Mumbai Mirror is a strong newspaper that looks out for its readers. In a city where the ordinary guy can feel rather helpless at the receiving end of an insensitive system, the paper empowers the reader and gives him a voice."
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: LodestarUM