Mumbai will build first,brand itself later

Last November,MTSU had two rounds of talks with UK-based agency Acanchi on slogans for Brand Mumbai. It then invited citizens’ suggestions on slogans that would highlight the positives of the city. But officials say the interest of the players evaporated amid the global economic meltdown.

Officials stressed the need for an infrastructure upgrade. “Only the strengths are marketed,but certain basic things like better roads and more transportation modes cannot be overlooked,” said a senior government official.

With more and more projects coming up,the branding exercise can be revived later,the official said. “We’ve got a new landmark structure,the Bandra Worli Sea Link,which can be highlighted. Other projects are in the pipeline and there is no harm in waiting,” he added.

Several international cities including Shanghai,New York and Kuala Lumpur have been promoted as brands,with themes to attract tourism and business. Closer home,Kerala,Kashmir and Madhya Pradesh have initiated such exercises.