MUMBAI: Mumbai Mirror, daily tabloid from Bennett Coleman & Company Ltd (BCCL), has launched a new campaign that has been conceptualised by Taproot India.

The objective of the campaign is to underline the fact that every citizen -- rich or poor, oppressed or cheated -- has a voice that reaches the city every morning.

Based on four real stories broken by Mumbai Mirror, the idea was to create a fictionalised account of how affected citizens from all walks of life found a strong and powerful voice in the paper.

Santosh Padhi and Agnello Dias are the creative directors of the campaign.

Taproot India chairman and co-founder Agnello Dias said, "Mumbai has many faces. Some that evoke, others provoke. But if we were to look every one of them in the eye, we will find that all of them are the face of Mumbai. It takes many stories to make this city and some need to be told."

BCCL CMO Kansal said, "The Mumbai Mirror is a strong newspaper that looks out for its readers. In a city where the ordinary guy can feel rather helpless at the receiving end of an insensitive system, the paper empowers the reader, gives him a voice."

The media agency for the account is Lodestar UM.