The Hindu Business Line : Cry, my beloved city

Mumbai, the proverbial city of gold, is under siege, once again. How many more blows will this valiant city take before it ceases to be top-of-mind for all the wrong people and for all the wrong reasons? I recall the devastating bomb blasts in 1993 which crippled the city on a fateful Friday night.

Yet, by Monday, Mumbai had pulled itself up from the debris and was humming along as if nothing had happened. I even recall the predominantly outdoor advertising campaign Trikaya Grey had created with the immediate approval of Narottam Sekhsaria of Gujarat Ambuja Cement. It saluted the indomitable spirit of Mumbai with the slogan ‘Salaam Mumbai’.

This could really be the tag line to describe this bustling megapolis. On Wednesday night, the advertising fraternity gathered at the Turf Club to salute effectiveness in advertising at the annual EFFIE awards function. Mobile phones began to chirp by 9.45 p.m. bringing in news of the terror attack which had begun.

The advertising fraternity remained in their seats till 10.45 p.m., raised a toast to JWT and then left to go home, which could be miles away. The General Manager of the Ad Club Bombay, which organised this function, told me he left at 1.45 a.m. Salaam Mumbai.

The International Advertising Association had planned a major function for November 28 to present its first Creative Lantern award. Till 3 p.m. on Thursday, the President and committee members were prepared to go ahead with the event. Dr R.K. Pachauri was more than willing to fly down to Mumbai for it. Priyanka Chopra was ready to light up the function. It was only as a mark of respect to the citizens, visitors and members of the security forces who gave their lives for the city that the function was postponed. Salaam Mumbai.

After a recent visit to the UK by the Maharashtra chief minister, a brand consultant flew down from that country to examine the possibility of branding Mumbai. In view of the increasingly high profile the city assumes in global circles, branding was considered appropriate. I thought of this exercise and what the brand architecture of Mumbai would be like.

The DNA of Mumbai is really the millions of Mumbaikars. They come from all over India. They speak myriad dialects. They fill the slums of this city with their hope. They fill the clubs, discos and pubs with their vitality. They fill the colleges with their youthful energy. They fill the offices and factories with their commitment to a great work ethic. They fill our advertising agencies with creativity. They fill me with pride to be a Mumbaikar.

City of gold

Sure, Mumbai is home to Ratan Tata and the Ambani brothers (who, like me, live in besieged Colaba) and dozens of business leaders. It is also home to Bollywood and heroes of tinsel town who fill the city with dreams. Yet it is the Aam Aadmi who really makes Mumbai what it is. Today the sun will set on a day of grief and fear. Yet, tomorrow, the sun will rise again on this city of gold and offices will fill up with people from distant suburbs.

The Sensex will begin its daily, mesmeric yo-yo dance. Politicians will begin their routine trips and mouth the usual platitudes before going back to minding their own private businesses.

Mumbai will rise once again and it will be business as usual. Any international brand consultant will have another readymade case study on how a global city should tackle senseless terror attacks. With confidence, resilience and fortitude.

But today, just for today, cry, my beloved city.

(The writer is a communications consultant.)

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