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ASIA-PACIFIC – INDIA, JULY 13, 2012: Mumbai’s largest compact newspaper Mumbai Mirror released its TV campaign titled "I am Mumbai" in December 2011 featuring a message for Mumbai. Six months later, it won a gold in Cannes.
This hard-hitting campaign, created by Taproot India, has earned gold in the Film Craft category for Best Direction. However, it failed to get a metal in the Film category.
The spot was shot in the streets of Mumbai featuring four stories that were broken by Mumbai Mirror in the past. What’s more interesting is that the cast had never faced the camera before and they were not even aware of the camera placements. The crowd were also unaware of the shoot which made their expressions as raw as it can get.
The film was shortlisted in Film and Film Craft, however, the Film jury found it ‘too emotional and loud’ while the Film Craft jury found it exceptional hence the gold Lion.
Credits:
Agency: Taproot India
Client: Bennett & Coleman
Brand: Mumbai Mirror
Brand team: Rahul Kansal/Priya Gupta
Creative directors: Agnello Dias, Santosh Padhi
Copy: Agnello Dias
Account Management: Mandar Sawant
Production House: RDP
Director: Abhinay Deo
Music: Ram Sampath
Executive producer: Apurba Sengupta
Source: AFAQS
