Time Out pays tribute to Mumbai with an anthem music video
For almost a decade, Time Out Mumbai has celebrated the city in all its wonderful and whimsical ways. This anniversary we asked renowned artists, chefs, designers, musicians and writers to pay tribute to Mumbai and express their love for the city and what it means to them personally.
The campaign for the anniversary is a tribute song to Mumbai. Sid Coutto, a famous singer and Mumbaikar has composed a fantastic number which in the form of an anthem, encapsulates the good, bad and magnanimous side of Mumbai. It is supported by an equally captivating video produced by Time Out. The video entails vivid images and the true character of Mumbai using different people and places all around the city.
Unlike other magazines Time Out is the first publication to break the tradition by not doing a regular campaign, said Rajnish Rawat, COO Paprika Media. “On our 8th anniversary, we asked eight renowned Mumbaikars to pay their tribute to Mumbai in their unique way and now we have our own cocktail called Churchgate, a comedy play, a special recipe, an installation, short story, photo project and a product design, all on the pages of Time Out latest issue. We also have a Mumbai Anthem – a song dedicated to Mumbai. The tribute song is becoming viral and has already got more than 10,000 views on yahoo on its debut day”
After receiving an overwhelming response Time Out is now planning to promote the Mumbai tribute song on different social mediums like Facebook, Twitter, Youtube and will be also running the promos on channels like VH1, 9XO, Channel V, WB and Radio One. People can also watch it on timeoutmumbai.net or on you tube at https://youtu.be/yhE0kNVQPEE
Eight Mumbaikars who paid tribute to the city through their works created specially for Time Out are :
- Artist: Shilpa Gupta has created a photo mosaic of her images that show Mumbaikars queuing up at bus stops, at railway ticket counters and at ration shops. There are also a few bizarre queues, like that of people waiting to meet a couple at their wedding function. It captures residents of Mumbai in mundane situations. Through their work, the multimedia artist addresses Mumbai’s unfailing ability and deal with the “dreariness in our capacity to think and act”.
- Photographer: Fabien Charuau has shared four images from his ongoing photo project on what Mumbai means to him.
- Writer: Jerry Pinto has written a short murder mystery called ‘Never on a Friday’, set in his neighbourhood area of Mahim.
- Musician: Sid Coutto has written and composed an anthem for us. The song is called, ‘This is My Home.’
- Chef: Viraf Patel, from Café Zoe, has created three dishes that typecasts the city for him: bombil fritters, batter-coated, deep fried; a bowl of missal-pao, a Maharashtrian classic, made with chorizo sausage to bring in the city’s old Portugeuse influence to light. And there’s some masala-smacked bheja, lightly seasoned, rolled in Panko breadcrumbs and then deep-fried until its golden crisp on the outside.
- Product Designer: Lokesh Karekar has created a taxi meter light for us.
- Play: Anuvab Pal has written a short play called, ‘Young Love’ It is about two city youngsters trying to meet on a date and communicating through their BB Messenger apps.
- Bartender: Devendra Sehgal who works at Ellipsis has whipped up a cocktail called Churchgate: the ingredients are white rum, tamarind and jaggery all topped by a frothy foam of Earl Grey tea.
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