Taproot India gives voice to the Mumbaikars

22 Dec,2011

By A Correspondent


TaprootIndiahas come out with its campaign for Mumbai Mirror. The newspaper had first come out with a campaign in the year 2005 during its launch. This is the paper’s first campaign after that initial launch campaign.


The focus of the campaign is to showcase the newspaper as the voice of the Mumbaikars and brings to its readers umpteen, untold stories.


Talking about the campaign, Rahul Kansal, Chief Marketing Officer, Bennett Coleman & Company Ltd, said: “Mumbai Mirror is a strong newspaper that looks out for its readers. In a city where the ordinary guy can feel rather helpless as he is always at the receiving end of an insensitive system, the paper empowers the reader and gives him a voice.”


The campaign which is out in print, television, cinema, digital and outdoor takes four real stories from Mumbai: burning of Rohinton Mistry’s book, the milk adulteration scam, the case of remand home for children and political posters and then creates fictionalized accounts of how these affected the Mumbaikars.


The objective of the campaign is to underline the fact that every citizen, rich or poor, oppressed or cheated has a voice that reaches the city every morning.


Mumbai Mirror has been bringing to the forefront its readers’ unheard voices through a relentless series of exposes.


Talking about what it is with TOI that has made Agnello Dias and his team come up with the countless powerful campaigns, he said: “Its trust that TOI has in us and I am scared to let them down.”


Commenting on the campaign, Mr Dias 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 of them are the face of Mumbai. Many stories make this city and some need to be told.”


[youtube width=”400″ height=”200″]http://www.youtube.com/watch?v=rVb01vfbVEw[/youtube]


Agency: TaprootIndia

Client: Bennet & Coleman

Brand Team: Rahul Kansal/Priya Gupta

Creative Directors: Santosh Padhi/Agnello Dias

Media Agency: Lodestar UM

Copy: Agnello Dias

Account Management: Mandar Sawant

Production House: RDP

Director: Abhinay Deo

Music: Ram Sampath

Executive Producer: Apurba Sengupta


Mumbai Mirror – I am Mumbai

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