Hindustan Times celebrates Mumbai’s culture, with ‘Mumbai meri hai’ anthem.


Hindustan Times has rolled out a campaign through which it celebrates the spirit of Mumbai. Conceptualised by RK Swamy BBDO, the campaign consists of three films. The films celebrate Bollywood, cricket and Irani Cafes, which are prevalent in the city.    Each of the films have catch soundtracks, customised with a common thread, ‘Mumbai meri hai’.   The film for Bollywood (top) features a girl playing the guitar and singing about the actors that have come from the city.



The cricket film has been given a Marathi song. It starts with a youngster playing gully cricket and progresses to the stadium.



The third film shows the Irani cafe culture. It features a Parsi man singing about the famous dishes found in these cafes across the city. The three films end with a common message, ‘This is Mumbai. It accepts us all. HT gets Mumbai’. According to a statement, the campaign idea was to convey that Mumbai never says no to anyone and accepts everyone, however they are. The films have released across theatres on 19 April. The campaign will progress to other legs in the next two weeks.


Client: HT Media

Brand: Hindustan Times,

Mumbai Creative agency: RKSwamy BBDO,

Mumbai  Production house: Venus Productions

Director: Ravi Jain

Producer: Anil Jain

Executive producer: Muskaan Khan Thakur

Associate producer: Varshá Krishnani

DOP: Kumaara Swaamy

Production designer: Suresh Selvarajan

Costume stylist: Neha Shah Jain

Choreographer: Anand Kumar (Andy)

Music director: Anurag Saikia

Prop stylist: Meenal V. Uchil

First assistant director: Ajinkya Narkar

DA and post supervisor: Aditi Sarda

Concept art and background: Vipul Haldankar

Production manager: Mohan Joshi

Post studios: Post Master, Splice Studioz, Getafixx, Euphony Studio

Offline editor – Ashish Suryavanshi

Online editor: Khushal Morajkar

Sound designer: Bhaskar Sarma

Courtesy: Campaign India