Monday, July 2, 2012

Mumbai Mirror's 'I Am Mumbai' campaign

One of the most touching work I saw in Cannes Lions Internationaf Festival of Creativity and still think it was one of the strongest ones. It was followed by a thunderous applause in the auditorium.

The commercial of the largest dailies in Mumbai was shot on the streets of Mumbai. They used people who have never been in front of the camera. All the stories seen in commercial are real. Stories who does not get tho hear, but should. The politically-motivated university ban of Rohinton Mistry’s book, the milk adulteration fiasco, the horrifying hell of the kavda orphanage, the fight against illegal political posters destroying our cityscape are made heard through the Voice - Mumbai Mirror.
People around were caught totally unaware of the cameras, which were set up around the shooting locations. Thats why the commercial gives you a feeling of being a part of the story.
As they write in their brief explanation: "The film brings the unheard voice of a city screaming to be heard with voices personified by angst, anguish, courage and determination jumping headlong into our lives", and you can't disagree.
See the link below:

The campaign won Gold Lions Award in the Film Craft (Direction) category at Cannes.

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