MAM

Hindustan Times revs up love for Mumbai with #MumbaiMeriHai

The campaign celebrates the undying spirit of Mumbai and its ability to make billions feel at home

https://www.indiantelevision.com/sites/default/files/styles/smartcrop_800x800/public/images/tv-images/2018/10/31/i.jpg?itok=mOT5uqJs

MUMBAI: In the second installment of their popular campaign, Hindustan Times reignited every Mumbaikar's love for their city with #MumbaiMeriHai. While the first #MumbaiMeriHai campaign last year was a nostalgic collection of all things Mumbai, its follow up this year celebrates the feeling of belonging that binds all Mumbaikars to their city. The brand aimed to establish their market position as the mouthpiece for the city as well as its passionate citizens.

The celebratory digital campaign, conceptualized by IdeateLabs, revered every Mumbaikar's affinity to the city by inviting citizens to share what makes them feel ‘Mumbai is not just where you live, but where you’ll always belong.’ #MumbaiMeriHai was initiated with an all-encompassing music video which captured the nuanced way of life in the city. It was accompanied by a contest which encouraged people to sing-along to the #MumbaiMeriHai theme song. Additionally, the campaign invited Mumbaikars to share their stories on what makes them belong to the city through pictures and videos. Both the contests received overwhelming support with Mumbaikars pouring their heart out for the city of their dreams. The best entries were showcased and awarded on Hindustan Time's print and digital platforms.

#MumbaiMeriHai that celebrated the smallest of things which make Mumbai a city adored by millions earned the brand glory too. #MumbaiMeriHai's music video alone received over 3 million views as the catchy song struck a chord with Mumbaikars. Moreover, the campaign, with its interactive contests, received over 30 million impressions on social media and almost 500 contest entries.

Prerna Jha, Senior Marketing Manager, Hindustan Times, says, “Amidst all the bustle of this fast-paced city, Mumbaikars make the city their own through different ways. Through this campaign, we are celebrating the little ties to this dream city that makes everyone say Mumbai Meri Hai. Our communication intent behind this campaign is to highlight how we have grown in this city, how our understanding of this city and its people has grown and as a result, we bring the city to our readers, unlike anybody else.”

Mr. Ashish Rana, Business Head, IdeateLabs comments on the campaign's success,” Every Mumbaikar has a different story and perspective about the city. #MumbaiMeriHai gave them a chance to share what they love about Mumbai. The campaign resulted in a collective sharing of memories by the people who make the city their own. The idea that Mumbai embraces places and people and shapes them translated into social media and resonated with Mumbaikars, making the campaign a success."

About IdeateLabs (http://ideatelabs.in/): IdeateLabs is a full-service digital marketing company with offices in Mumbai, Delhi, and Dubai and a team of more than 100 Digital Marketing Professionals. With the chaotic overload of information in the digital world, Team Ideate recognizes the importance of creating relevant and interesting digital solutions. Finally, it benefits from a client roster that exceeds 50 well-known Indian and international names such as Sterling & Wilson, AutoDesk, Hiranandani Communities, Brand Factory, Future Brands, Edelweiss Tokio, Hafele, Kalpataru, Elica, Franklin Templeton to name a few.

Latest Reads

https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/07/09/sin.jpg?itok=IvsJTzPW
Sun Pharma launches ‘Thank you Doctor’ campaign

NEW DELHI: Sun Pharma has launched a ‘Thank you Doctor’ campaign to express gratitude towards doctors for their sacrifices and selfless service. The campaign features a one-minute TVC which is based on testimonials of 12 real-life patients who have recovered from cancer, heart attack and Covid2019...

MAM Media and Advertising Ad Campaigns
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/07/09/tss.jpg?itok=DBePjc8G
Star Squared PR wins PR mandate for ‘The Sports School’

Star Squared PR, based in Bangalore, has been appointed as the PR partner for ‘The Sports School’. ‘The Sports School’ is India’s first integrated school for both Sports and Academics, and was established with a vision to integrate sports and education to encourage young sports enthusiasts and...

MAM Marketing MAM
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/07/09/Johnnie%20Walker.jpg?itok=4wGII1PY
Julie Bramham elevated as Johnnie Walker global brand director

NEW DELHI: Diageo India, the country’s leading beverage alcohol company today announced that Julie Bramham, current CMO of Diageo India, will move to Amsterdam as global brand director for Johnnie Walker and Deepika Warrier will take over as chief marketing officer Deepika Warrier joins Diageo...

MAM Media and Advertising People
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/07/09/Ayush%20Gupta.jpg?itok=sThSHLg5
India Gate Basmati Rice to focus on expanding portfolio, product availability & quality checks

NEW DELHI: As the nation is dealing with Covid2019, the problem of hunger still prevails amongst millions of under-privileged humans. India Gate Basmati Rice, being one of the oldest brands in India has started #UmeedHainHum - an initiative to feed families during these tough times. The brand has...

MAM Marketing Brands
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/07/08/digiarts.jpg?itok=12YPdLuc
DigiDarts Bags digital marketing mandate for VOGO India

NEW DELHI: VOGO India has assigned its complete digital marketing mandate to one of India’s leading Gurgaon based digital agency, DigiDarts. As per the mandate, the agency will be involved with the planning, execution, campaigns, digital & performance marketing strategy for the brand.

MAM Media and Advertising Account
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/07/08/shiva.jpg?itok=AAjztHl_
Brooke Bond Taj Mahal extends classical music association with e-concerts

NEW DELHI: Due to the current nationwide lockdown, Indian classical musicians were looking for opportunities to continue performing for their audiences. Brooke Bond Taj Mahal recently launched the concept of live online Indian classical music concerts featuring gifted Indian classical musicians...

MAM Marketing Brands
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/07/08/mark.jpg?itok=f6PSAJ68
Traditional media to lose takers in post-Covid2019 world: Mark Reed

NEW DELHI: Most of the ad spends deducted from traditional media might not come back post-pandemic, predicted WPP CEO Mark Reed at the e-FICCI Frames conclave today. He was talking to EsselPropack Ltd CEO Sudhanshu Vats in a fireside chat. The duo talked in depth about the growth of digital...

MAM Marketing MAM
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/07/08/indiafirst.jpg?itok=AJNgy5_Y
IndiaFirst Life makes top-level appointments

MUMBAI: IndiaFirst Life Insurance Company Ltd (IndiaFirst Life), promoted by Bank of Baroda and Union Bank of India, has appointed Atri Chakraborty as its chief operating officer (COO) and Sankaranarayanan R (Sankar) as its chief technology & data officer (CT&DO). Both took charge of their...

MAM Media and Advertising People
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/07/08/mother.jpg?itok=PzSI35R7
Mother Dairy introduces ice cream - chocolate with new brand ROCKET

NEW DELHI: Making an entry into the new category of Ice Cream - Chocolates, Mother Dairy a leading dairy player in India introduced a brand ROCKET, with two exciting flavors of French Vanilla and Belgian Chocolate. Mother Dairy with this launch has also created a brand mascot named Neila that is...

MAM Marketing Brands

Sign up for our Newsletter

subscribe for latest stories

* indicates required