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