Mumbai has been referred to time and again by many in popular culture as the city of dreams. The city offers itself as a platform for many to live out their aspirations and showcase their best. Popular magazine Time Out Mumbai, marking its eighth anniversary, has chalked out a tribute to this very city as a part of its celebrations instead of a regular campaign.
The magazine, which has through its content celebrated the various aspects of Mumbai, has invited popular 'Mumbaikars' to contribute in their own special ways and be a part of this special tribute. Well known artists, chefs, designers, musicians and writers have come ahead to express their love and show what Mumbai means to them personally in the latest issue of the magazine.
Talking about the initiative, Rajnish Rawat, chief operating officer, Paprika Media, says, "On our eighth anniversary, we asked eight renowned Mumbaikars to pay their tribute to Mumbai in their unique way and now we have our own cocktail called 'Churchgate', a comedy play, a special recipe, an installation, short story, photo project and a product design. We also have a Mumbai anthem - a song dedicated to Mumbai."
The campaign for the anniversary revolves around the Time Out Mumbai Anthem. The video for the song, produced by Time Out, has become rather popular across social networks since its debut a few days back. The song has been composed by popular city musician, Sid Coutto and encapsulates the various shades of the city.
Staying true to the song, the video too captures vivid images using montages of different people and places all around the city.
Mumbai can truly feel special as this is not the first time that the city is being gifted with a tribute anthem. Earlier this year, popular city tabloid Mid-Day launched one, too, as a part of its multi-media campaign, 'My City, My Life'.
Time Out plans to promote the Mumbai Anthem across social networks. Promos will also be run on channels such as VH1, 9XO, Channel V and WB and Radio One. The video can also be watched on www.timeoutmumbai.net.
Among the other popular figures featured in the tribute campaign are artist Shilpa Gupta, photographer Fabien Charuau, writer Jerry Pinto, chef Viraf Patel, product designer Lokesh Karekar, playwright Anuvab Pal and bartender Devendra Sehgal.
Gupta has created a photo mosaic of her images of Mumbai citizens captured waiting in various situations such as at bus stops and railway ticket counters. Through her work, the artist has attempted to address the city's ability to make its people wait and force "dreariness in our capacity to think and act".
Charuau has shared four images from his ongoing photo project on what the city means to him. Pinto has written a short murder mystery called 'Never On A Friday' set in Mahim, a suburb in the city.
Patel, a chef from Cafe Zoe, a popular cafe in the city, has created three dishes that typify the city for him. Sehgal, a bartender at a restaurant called Ellipsis, has whipped up a cocktail with white rum, tamarind, jaggery and Earl Grey tea called 'Churchgate'.
Karekar has designed a taxi meter light while Pal has written a short play called 'Young Love' about two city youngsters.
Time Out Mumbai is published by Paprika Media under the aegis of the Essar Group. It also publishes Time Out Delhi and Time Out Bengaluru. The group has also launched Time Out Kids Guide, a guide for parents, besides Time Out Explorer, a quarterly travel magazine.Have a look at the winning agencies' work portfolio for Digital Agency Awards 2014. Major stories over the last 30 days