Cannes Highlight: Taproot India's 'I am Mumbai'

Mumbai.jpgOver this week Campaign Brief Asia is highlighting some of the work that stood out for us from the recently concluded Cannes Lions. Here's a Gold Lion for Film Craft that, strangely, missed out in the main Film Lions category.

Definitely one of the highlights from Cannes this year was "I am Mumbai" from Taproot India, Mumbai.

One of the largest dailies in Mumbai presents this hard hitting, soul stirring film through a series of stories featured in the paper with a notion that for some time now, one voice every morning has been amplifying some of the sounds a city does not get to hear, but should.

VIEW THE SPOT
Mumbai2.jpgMumbai3.jpgThe politically-motivated university ban of Rohinton Mistry's book, the milk adulteration fiasco, the horrifying hell of the kavda orphanage, the fight against illegal political posters destroying our cityscape are made heard through the VOICE - MUMBAI MIRROR. The spot via Taproot India, Mumbai brings the unheard voice of a city screaming to be heard with voices personified by angst, anguish, courage and determination jumping headlong into our lives.

4 Comments

RotiPrata said:

I can see how an audience brought up on bollywood melodrama can find this appealing...it felt crass, loud and fabricated in every sense of the word...another gem from the jury that gave us the Chipotle grand prix.

I like Mumbai said:

Very good and very Indian.

@RotiPrata, two different juries judged Film Craft and Film.

Chipotle also won the grand prix at Clio and the ANDYs before being entered to Cannes so it can hardly not be considered a worthy contender. My vote would have gone to 3 little pigs but I wasn't on the jury.

Yucks said:

I've met Rohinton Mistry and he is the last person who would ever react to the burning of his book like that. THEY BURNED MY BOOK he screams, THEY BURNED MY BOOK!

These guys owe the man an apology for falsifying his persona.

What Craft? said:

I fail to see the craft in any category for this film...it's just vignettes strung together...nothing stands out....editing, music, art direction...maybe its best use of histrionics. Big thumbs down.

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