With the advent of 2009, Mumbai’s ad gurus get creative with a slogan for their beloved city.
Sumanto Chattopadhyay, executive creative director, O&M South Asia
Slogan: I (SMELL) MUMBAI
“Mumbai is the world’s best city — eyes closed. Literally so, for all you need is your nose to follow its many splendoured fragrance trails and you will find your destination. From drying fish of Colaba to Mahim C-reek (drop the C of Creek) to the freshly baked smell of Vile Parle (the factory in olfactory) and beyond. Love, live, breath Mumbai.”
Agnello Dias, chief creative officer, JWT India
Slogan: TO BE CONTINUED
“Mumbai is like this wild, organic, natural river that hurtles through wherever life takes it — finds its own path, destroys, nurtures and feeds along the way, but eventually undoubtedly and inevitably finds its way to the sea. Mumbai doesn’t just work; it lives. It will never die. No other city makes you a local as fast as Mumbai does. If you ever come here from the outside, you really don’t have to do anything to become a Mumbaiite. The city becomes you!”
Josy Paul, chairman, BBDO India
Slogan: MUMBAI KI KASAM
“The phrase captures a collective ownership. Mumbai is motherland for 20 million people. When you promise upon your mother, you can make anything happen. Even terrorise the hell out of anti-social elements.”
Santosh Padhi, former executive creative director, Leo Burnett India
Slogan: MUMBAI — THE CITY OF SUCCESS
“Mumbai is one crowded city which pushes everybody nowhere but towards success. The city has a big, warm heart and a cool brain. It fulfils everybody’s dreams. Nobody sleeps hungry. Every Mumbaikar makes a living, right from a guy who creates headlines to the guy who sells newspapers. The pace of life is non-stop here, not deterred either by a man-made blast or a natural disaster.”
Prasoon Joshi, executive chairman, McCann World Group India
Slogan: GHAWON KO DEKHNA HAI GAUR SE, THODA LAMBE WAQT TAK, KUCH FAISLEY AUR USKEY BAAD HAUSLEY
“Watch those wounds carefully for they will become your courage later. For a long time some decisions are needed. Let’s begin somewhere. Let’s make brave moves. This is the new resolve.”
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