Debrief: Mumbai Mirror TVC connects with Mumbaikars

27 Dec,2011

By Anil Thakraney


Mumbai Mirror has positioned itself as the voice of the city. And the new TVC uses a simple but powerful creative device to communicate the positioning: a hand held microphone.


In the ad, angry Mumbaikars express their respective grievances on the streets using this device. An author protests about his books being burnt. A mom complains about adulterated milk. Another dude stops a neta motorcade to vent his anger against the ugly political hoardings and banners that keep sprouting up. Quite obviously, the microphone represents the newspaper.


I like this approach, and in particular, the use of a microphone. The device can become a powerful visual metaphor for the brand in the long term. The idea rides the public anger on the streets of Mumbai, and the script does not shy away from taking up provocative issues. Also, the stories are real, these have been published in the newspaper, so empathy and credibility would be strong. The people featured are aam aadmis and aurats of the city, and that’s the way it should be for a mass brand.


All in all, a commendable effort. Should strike a chord with frustrated Mumbaikars.


Rating: (On a scale of 1 to 5): 4. Powerful and very relevant advertising.

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