Mumbai Meri Hai : Here's Why Mumbai Is A City That Nurtures Your Dreams!

What is Mumbai? To some it is the commercial capital, to some it is synonymous to Bollywood, to some it is the land of Parsi Cafes, Vada Pavs and local trains to all however, Mumbai is a land of opportunities.

Mumbai is a city for everyone. It is a city where dreams flourish and fortunes change overnight. Mumbai is truly a spirit that welcomes and accepts us all.

The citizens of Mumbai have been expressing their angst over decaying systems and governance, occupying that space first in this medium. HT had been successfully raising such issues and also proposing solutions in print). In addition, in terms of the ideals & beliefs, divisive rhetoric based on identity had become the new normal.

Hence going out of the paper was needed. Film (Digital and Cinema) was chosen as a lead medium to heighten emotional appeal and connect. Print/Radio & Editorial series will help amplify.

 In this socially charged context where Mumbaiites had been exposed to serious messages, citizens would welcome a bit of cheer, positivity and entertainment. Such messages are often shared, giving momentum to the message.

 We decided to put out a positive message as a counterpoint to the angst-ridden messaging of the competition. We chose to celebrate Mumbai, its attitude of prizing skill, quality and talent above all, irrespective of identity, and its peppy, inclusive spirit. HT literally made a song and dance about this. Elucidating the catch-phrase, Mumbai Meri Hai, the lyrics celebrates Mumbai's inclusive meritocracy and attitude, via its passions of food, cricket and bollywood. These are sung by interesting characters who are representative of its people. At the end of an interesting piece of performance art, a message is slipped in - HT gets Mumbai.