I AM MUMBAI

Bronze Spike
TitleI AM MUMBAI
BrandBENNETT, COLEMAN & CO.
Product / ServiceMUMBAI MIRROR
CategoryA07. Use of Original Music
EntrantRAMESH DEO PRODUCTIONS Mumbai, INDIA
Entrant Company RAMESH DEO PRODUCTIONS Mumbai, INDIA
Advertising Agency TAPROOT DENTSU Mumbai, INDIA
Production Company RAMESH DEO PRODUCTIONS Mumbai, INDIA

Credits

Name Company Position
AGNELLO DIAS / SANTOSH PADHI TAPROOT DENTSU INDIA Chief Creative Officer
AGNELLO DIAS TAPROOT DENTSU INDIA Copywriter
Abhinay Deo Ramesh Deo Production Pvt. Ltd. Director
Apurba Sengupta Ramesh Deo Production Pvt. Ltd. Producer
Huzefa Lokhandwala Prime Focus Editor
Ram Sampath OmGrown Music Music Director
Kartik Vijay Director Of Photography

Brief Explanation

MOLESTATION. ORGAN RACKETS. CORRUPTION. CHILD PROSTITUTION. THE COMMERCIAL COVERS KEY STORIES THAT HAVE BEEN COVERED ON THE PAGES OF MUMBAI MIRROR IN THE YEAR GONE BY. EXCEPT, THESE STORIES ARE TOLD FROM THE POINT OF VIEW OF THE WRONGDOERS. THE HABITUAL MOLESTER. THE MEDICAL PRACTITIONER DEALING IN ORGANS. THE CALLOUS RAILWAY CONTRACTOR. THE MENACING MADAM OF A BROTHEL. AND IT’S THEIR TURN TO PLAY THE VICTIMS. THEY RANT AGAINST THE SYSTEM THAT HAS HUNTED THEM DOWN. THEY RAGE AGAINST THE PEOPLE WHO HAVE EXPOSED THEM. THEY PLEAD INNOCENCE, THEY APPEAL TO PEOPLE’S BETTER JUDGEMENT, AND ABOVE ALL, THE SPEW VENOM AGAINST THE NEWSPAPER THAT HAS MADE THEIR LIVES MISERABLE. THE NEWSPAPER THAT HAS HELPED BRING THEM TO JUSTICE. THE FILM ENDS WITH THE LINE ‘HATED BY SOME. THANKFULLY.’

Creative Execution

This is an original score composed specially for the I Am Mumbai TVC. The approach for the music was to make the audience feel uncomfortable on a subliminal level. The stories, dialogues what you hear in the spot are very disturbing, this music aided that uncomfortable feeling as the spots seeps into you. The music keeps getting to a crescendo as the content in the spot gets more & more intense. The aim was also to help in adding to the anger that is built up with each sequence. While the film has a non-linear edit the music does not follow the edit pattern and it deals with the overall mood of the films.