To celebrate a sense of belonging to the city by every Mumbaikar
To evoke a sense of oneness amidst Mumbaikars by using video content and engagement-instilling activities on digital platforms.
The campaign started out with a video showcasing all the prominent people, places and occasions that give Mumbai its vivacious identity. Once the video was out, social media was abuzz with posts inviting the people of Mumbai to share their experiences of the city by submitting a video of their own or even a photograph. Anchoring the campaign was a Landing Page that displayed the submissions of the participants. Visitors on social media were invited to send in photos or videos of what inspired them the most about Mumbai – with prizes for the best entries. To become even more inclusive, the campaign invited people to sing-along with the Mumbai Meri Hai song and send in their videos – with the best entries to get a prize.