Hindustan Times-Mumbai Meri Hai
HT wanted to connect with Mumbaiites, readers as well as non-readers, to make it clear that it is a Mumbai paper (not just a Delhi one) and that it understands Mumbai best. HT decided to put out a positive message as a counterpoint to the angst-ridden messaging of the competition. HT chose to celebrate Mumbai, its attitude of prizing skill, quality and talent above all, irrespective of identity, and its peppy, inclusive spirit and subtly slipping in the message - HT gets Mumbai at the end.
