THE MUMBAI BRIEF

THE IDEA
In the event of such a horrifying magnitude, it8217;s only natural that the headlines are reserved for all the grim, depressing stuff. But this concept is about that 8216;tiny8217; piece of big news, hidden behind the bigger headlines that held sway for four days. While spirit may be an abused term and our fatigue for it is apt, we thought this piece of news epitomised all that was 8216;right8217; about the character of 8220;my Mumbai8221;. We will not be cowed, we will not be beaten, we will not be crushed.
Yes, if this entire city had a receptionist as a metaphor, we believe this is exactly what the world out there would have heard from us that fateful night.

MCCANN ERICKSON
TEAM: MCCANN ERICKSON
Creative Team, Mumbai.

THE IDEA
The Mumbaikar, today, is upset. He is angry with the system, the government and its administration. He is angry with himself for being a patient, tolerant sitting duck all this while. More than ministers and governments, he blames himself and his fellow citizens for letting such tragic incidents happen, again and again. But then, he has had enough now. He wants Mumbai to change.

He wants Mumbai to become what it was, once upon a time8212;calm, serene, peaceful and a wonderful city to live in. The ad merely voices this sentiment.

PUBLICIS AMBIENCE
CREATIVE DIRECTORS: ASHISH KHAZANCHI, PRASANNA SANKHE
WRITER: Ashish Khazanchi
ART DIRECTOR/ ILLUSTRATOR: Prasanna Sankheacute;

THE IDEA
The difference between the recent attack on Mumbai and the 1993 blasts or 7/11 is that the event ran the course of three days during which all life came to a standstill. In the previous cases, Mumbaikars picked up the fragments of their life and returned to everyday routine. This time, everybody was forced to sit at home and introspect. And the rage and frustration of all these past events has finally found a voice in their head. Why are we expected to go on with our lives normally? Why should we summon our spirit? Why can8217;t concrete action be taken to prevent these incidents? Lots of questions in our head. We chose this topic because we wanted to tell people that it is justified to have these questions but don8217;t let them remain unanswered. Let8217;s act this time.

O038;M

COPYWRITER: MIHIR DHAIRYAWAN

ART DIRECTOR: KEVIN LOBO

THE IDEA

The spirit of this city never dies, they say.

Unfortunately, it8217;s time we, the people of this city, killed it. Trains are bombed in the city and within a day they8217;re on track.

NGOs take a long walk in protest, politicians promise changes to the non-existent plans they made the last time and news channels echo a rhetoric , 8220;enough is enough8221;.

A week later, the very same news channels run 12-hour specials covering the landing of aliens in India. So much for the TRPs. Life moves on. Till, of course, the next strike. This lackadaisical attitude is costing us more than the attacks.