I Am Mumbai by Taproot Mumbai for The Times Of India

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I Am Mumbai

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Industry Publishing, streaming & media
Media Film, Digital, Interactive & Mobile
Market India
Agency Taproot Mumbai
Director Abhhinay Deo
Copywriter Agnello Dias
Editor Huzefa Lokhandwala
Production Ramesh Deo Productions
Released January 2015

Awards

LIA (London International Awards), 2015
TV/Cinema/Online Film - Music & Sound Music Original - Underscore Gold Winner
TV/Cinema/Online Film - Production & Post-Production Direction Bronze Winner

Credits & Description

Corporate Name of Client: Bennett, Coleman & Co. Ltd.
Agency Account Supervisor: Ambalika Sen
Agency Account Director: Priyank Misra
Agency: Taproot Dentsu India, Mumbai
Chief Creative Officers: Santosh Padhi/Agnello Dias
Copywriter: Agnello Dias
Production Company: Ramesh Deo Production, Mumbai
Director: Abhhinay Deo
Senior Executive Producer: Apurba Sengupta
Line Producer: Akshay Powale
Director of Photography: Kartik Vijay
Post-Production Company: Prime Focus, Mumbai
Editing Facility: Prime Focus, Mumbai
Editor: Huzefa Lokhandwala
Sound Design Company: Omgrown Music, Mumbai
Audio Engineer: Yash Diwecha
Music Production Company: Omgrown Music, Mumbai
Music Composer: Ram Sampath
Description of the Project:
Over the years Mumbai Mirror has held a mirror to this maximum city, showcasing both sides of it on its pages – the good and the evil, the illegal and the righteous. That’s why this year too, the advertising campaign for the newspaper has an umbilical connection with all that is right or wrong about Mumbai. From organ rackets to the rising rates of eve teasing and crimes against women, and from child trafficking and prostitution to the callousness of contractors who are responsible for maintaining Mumbai’s famous local train lines, all the issues highlighted in the TVC are deeply intertwined within the city’s fabric. The stories showed in the TVC have impacted real people, in real life – both, law-abiding citizens and anti-social elements. The former have been brought relief. The latter have been taken to task.
Molestation. Organ rackets. Corruption. Child prostitution. The commercial covers key stories that have been covered on the pages of Mumbai Mirror in the year gone by. Except, these stories are told from the point-of-view of the wrongdoers; the habitual molester, the medical practitioner dealing in organs, the callous railway contractor and the menacing madam of a brothel. It’s their turn to play the victims. They rant against the system that has hunted them down. They rage against the people who have exposed them. They plead innocence, they appeal to people’s better judgment, and above all, the spew venom against the newspaper that has made their lives miserable and that has helped bring them to justice. The film ends with the line ‘Hated by Some. Thankfully.’