HINDUSTAN TIMES MUMBAI LAUNCH

I FACED ONE OF MY BIGGEST CHALLENGES DURING THE CAMPAIGN FOR THE LAUNCH OF HINDUSTAN TIMES NEWSPAPER IN MUMBAI. OUR BIGGEST COMPETITOR, THE TIMES OF INDIA, HAD A STRONG HOLD IN THE MARKET, SO WE HAD TO COME UP WITH SOMETHING UNIQUE TO STAND OUT. OUR SLOGAN "SEE MUMBAI IN A NEW LIGHT" AIMED TO SHOW A FRESH PERSPECTIVE ON THE CITY, WHICH WAS DIFFICULT CONSIDERING THE PREVALENT NEGATIVE IMAGE OF MUMBAI AS BEING DIRTY. I DEVOTED FIVE EARLY MORNINGS TO EXPLORE EVERY CORNER OF THE CITY WITH MY CAMERA, SEARCHING FOR NEW ANGLES TO SHOWCASE MUMBAI. I THEN WORKED WITH A FREELANCE PHOTOGRAPHER BASED IN MUMBAI TO CAPTURE THESE NEW PERSPECTIVES, RESULTING IN THE NEWSPAPER QUICKLY BECOMING THE SECOND LARGEST IN THE CITY.

PRINT + OUTDOOR + FILM

CONCEPT TO COMPLETION - ART DIRECTION / CREATIVE DIRECTION / PHOTOGRAPHY DIRECTION

© 2023 N RAMESH - ALL RIGHTS RESERVED