Taproot makes India proud at Cannes, wins a gold for 'I am Mumbai' campaign

India wins a Gold lion at the Cannes grand finale. Taproot agency has bagged this coveted metal in Film craft category (Best Direction) for their “I am Mumbai” campaign weaved for Bennett & Coleman’s Mumbai Mirror.

The film received a thunderous applause from the audience present in the grand auditorium. The award was received by the representatives from the company- Arunabh Das Sharma and Sujay Ghosh from the client side and Agnello Dias co-founder of Taproot.

The film couldn’t get a metal in Film lions category as the jury felt it was too loud and emotional.

The real feel of the film with actual street locations and virgin cast became its USP. The team was able to capture honest expressions of the people present, as it was something impulsive and the cast was not even aware of the camera placements. The agency took a different route to prepare the people to deliver what they have; they were needed to reveal their true emotions against the problems they face in Mumbai.

Describing the film in the agency’s blog the team has written that “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.”

The film was nominated in two categories -- Film lions and Film craft.

Here is the winning TVC:

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