Mumbai Meri Hai: Hindustan Times celebrates spirit of the city

Mumbai Meri Hai campaign’s objective is to bring out the positive side of the daily life of a Mumbaikar and the reasons why this is the city they love the most.

Hindustan Times is back with its ‘Mumbai Meri Hai’ campaign for the second time. Their previous campaign successfully highlighted the nostalgia and the factors that bring the people of the city together. The brand re-initiated this campaign to celebrate a Mumbaikar’s love for the city and things that give them a personal touch or connects them to the city. The objective of the campaign is to bring out the positive side of the daily life of a Mumbaikar and the reasons why this is the city they love the most. The campaign aims at building an emotional connect with Mumbai and the Mumbaikars while emphasizing on the fact that today, HT gets Mumbai better than others.

Bird eye view of Mumbai skyline. (Abhijit Bhatlekar/ Mint)

As part of season 2, HT recently released their new ad film on Facebook and Youtube. In the first 5 days only, the video garnered 1 million views on Facebook. The new film showcases how Mumbai embraces and belongs to everyone in different ways. For some, it’s their favourite chai tapri, for others, it’s their favourite vada pav stall or a favourite bench on Juhu beach. Through this video, HT is celebrating these little ties to this dream city that makes you say Mumbai meri Hai.