Time Out pays musical tribute to Mumbai on 8th anniv

06 Sep,2012

By A Correspondent


For almost a decade, Time Out Mumbai has celebrated the city in all its wonderful and maddening ways. This anniversary the magazine asked renowned artists, chefs, designers, musicians and writers to pay tribute to Mumbai and express their love and ways to what the city means to them personally.


The campaign for the anniversary is around a tribute song to Mumbai. Mumbaikar Sid Coutto, a well-known singer, has composed an anthem-like number which encapsulates the good, bad and magnanimous side of Mumbai, and Time Out has produced a video to support it. The video encompasses vivid images depicting the true character of Mumbai using different people and places all around the city.


Unlike other magazine publishers, Time Out is the first publication to break the tradition by not doing a regular campaign, said Rajnish Rawat, COO Paprika Media.  “On our eighth anniversary, we asked eight renowned Mumbaikars to pay their tribute to Mumbai in their unique way and now we have our own cocktail called Churchgate, a comedy play, a special recipe, an installation, short story, photo project and a product design, all on the pages of Time Out latest issue. We also have a Mumbai Anthem – a song dedicated to Mumbai. The tribute song is becoming viral and already got more than 10,000 views on Yahoo on its debut day.”


After receiving an overwhelming response Time Out is now planning to promote the Mumbai tribute song on different social media like Facebook, Twitter and YouTube and will be also running the promos on  channels like VH1, 9XO, Channel V, WB and Radio One.  People can also watch it on timeoutmumbai.net or on you tube at http://youtu.be/yhE0kNVQPEE


The eight Mumbaikars who paid tribute to the city through works created especially for Time Out are:

Artist: Shilpa Gupta has created a photo mosaic of her images that show Mumbaikars queuing up. It captures residents of Mumbai in mundane situations – waiting at bus stops, at railway ticket counters and at ration shops. But there are a few bizarre queues, like that of people waiting to meet a couple at their wedding. Through the work, the multimedia artist addresses Mumbai’s unfailing ability to make us wait and force “dreariness in our capacity to think and act”.


Photographer: Fabien Charuau has shared four images from his ongoing photo project on what Mumbai means to him.


Writer: Jerry Pinto has written a short murder mystery called Never on a Friday, set in his neighbourhood Mahim.


Musician: Sid Coutto has written and composed an anthem, called This is My Home.


Chef: Viraf Patel, from Café Zoe, has created three dishes that typify the city for him: bombil fritters, batter-coated, deep fried; a bowl of missal-pao, a Maharashtrian classic, made with chorizo sausage to bring in the city’s old Portugeuse influence to light. And there’s some masala-smacked bheja, lightly seasoned, rolled in panko and then deep-fried until golden crisp on the outside.


Product Designer: Lokesh Karekar has created a taxi meter light.


Play: Anuvab Pal has written a short fun play called Young Love about two city youngsters trying to meet on a date and communicating through their BB Messenger apps.


Bartender: Devendra Sehgal who works at Ellipsis has whipped up a cocktail called Churchgate: the ingredients are white rum, tamarind and jaggery topped with a frothy foam of Earl Grey tea.


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