Mumbai Mirror captures Mumbai icons; Will it capture Mumbai?
When you think of New York, you think of the Statue of Liberty; when you think of London, you think of the Big Ben; when you think of Mumbai, you think of the Gateway of India.
When you think of New York, you think of the Statue of Liberty; when you think of London, you think of the Big Ben; when you think of Mumbai, you think of the Gateway of India.
And when you launch a new newspaper in Mumbai and need a symbolic representation of the city, you think of the Gateway of India. Bennett Coleman and Company Ltd. (BCCL) did exactly that, choosing the Gateway as the backdrop for the launch of the new compact.
What else can you think of that is quintessential Mumbai? You think of Bollywood, you think of politicians. So the Mumbai Mirror ropes in Bollywood actor Abhishek Bachchan and Maharashtra's Chief Minister (CM) Vilasrao Deshmukh to launch the paper.
The Mumbai Mirror has usurped three icons of Mumbai, leaving little for the new papers to follow. The next launch, if held at the Gateway, will look like a me-too; so that's out. The next launch, if presided over by the CM or by a film star, will look like a me-too, too. So that's out as well.
When it comes to marketing, The Mumbai Mirror has left hardly a stone unturned. The launch saw Mumbai's glitterati in attendance, all agape as Abhishek made an entrance from the sea - on a speedboat. Guests were then treated to a son-et-lumiere, culminating in a myriad Mumbai Mirror logos "taking over" the Gateway.
To read the entire story, grab your copy of Impact Advertising and Weekly magazine issue dated June 6-12, 2005
