Mumbai Mirror was launched by Times of India in 2005 in response to new competitors Hindustan Times and Daily News and Analysis entering the market with their own compact newspaper formats. Over the next decade, Mumbai Mirror engaged in numerous marketing strategies and campaigns to promote the paper and build its brand, including competitive pricing, investigative journalism initiatives, comedy events, social media campaigns, and community activities like a girls' soccer league. Through hard-hitting campaigns and leveraging its work, Mumbai Mirror established itself as an essential voice of Mumbai.

2. Mumbai Mirror Why was the need of having a Tabloid
felt by Times of India (TOI)?
Existence of Mumbai Mirror (MM)

3. ● Competition
Entrance of Hindustan Times (HT) & Daily News & Analysis (DNA) in the market
● Hindustan Times : 14 July 2005
○ HT Mumbai - Eight-page daily lifestyle supplement (in broadsheet format) called HT Cafe.
○ Owned by HT Media Ltd.
● DNA: July 2005
○ Mid Day - A mainstream newspaper in compact format
○ Owned & Published by Mid Day Infomedia Limited, a subsidiary of Jagran Prakashan Limited

4. Mumbai Mirror
Launch Date: May 29, 2005
Launched By: Vilasrao Deshmukh and Abhishek Bachchan
Launched At: Gateway of India
Owner(s): Bennett, Coleman and Co. Ltd.
Daily Circulation: 6.02 lakh Registrar of Newspaper (RNI) 2014
First Issue: May 30, 2005
Format: Compact Newspaper
Publisher: The Times Group
Website: http://mumbaimirror.indiatimes.com/

5. Who’s Who Of Mumbai Mirror

6. Senior Staff of Mumbai Mirror
Editor in chief: Meenal Baghel
Resident Editor: Pankaj Upadhayaya (Mumbai)
National Art Director: Amit Khosla
Features Editor: Vishwas Kulkarni
Chief marketing officer: Rahul Kansal, Bennett Coleman and Co.

7. Mumbai Mirror The war between Mumbai Mirror, HT
Cafe continues
The Statistics War

8. The Statistics War: The Competition continues

9. Marketing Strategies Undertaken

10. Pricing Strategy
❖ Initially it was a complementary supplement with TOI
❖ The tabloid was then priced for 3 Rs; sold individually
❖ When sold along with The Times Of India, the total cost of the newspaper is 7 Rs

11. Mumbai Mirror's campaigning style
❖ Start with a bang or start slow, and depending upon the results, hike up the buzz.
❖ Using their work for promotion : Hard-hitting investigative stories
❖ Hard-hitting campaigns
❖ Mumbai Mirror is Mumbai

12. Marketing Activities
Promotional Activities

13. Print & Digital Media
48 page compact newspaper of precise,
concise reporting.
A classified supplement and hip lifestyle
magazine on weekends where you can
speak exactly what you need.
But without the sleaze or the flaff.
“Let's Cut the Gyaan - Cut For You”
-2005
Video: https://www.youtube.com/watch?v=nt1HztEZG3Y

17. Initiative by Mumbai Mirror
(Campaign)

18. Initiative by Mumbai
Mirror
Maximize Mumbai
An Investigative Initiative to throw
light on the unreported events.

20. Initiative by Mumbai
Mirror
Crusaders who are silently making this
city, this nation a much better place to
live in.
Mumbai Heroes
-2013 & 2015
http://mumbaimirror.indiatimes.com/heroes

22. Out Of Home
Advertising/Campaign
Four real stories broken by the daily.
TVC on the digital platform which was
followed on the television along with
press and outdoor campaign.
TV - Cinema halls across the city - Print
campaign - Mirror, The Times of India,
and Maharashtra Times.
Gold in the Film & Film Craft category
at The Cannes Lions Festival 2012.
Conceptualized by Taproot India
“I am Mumbai”
2011
‘No one can silence their voice’.
‘Mumbai speaks every morning. Are you listening?’
https://www.youtube.com/watch?v=yPFkbXrjGZQ

24. Out Of Home
Advertising/Campaign
Reverse psychology with the 'I am
Mumbai’ campaign
TVC on the digital platform which was
followed on the television along with
press and outdoor campaign.
YouTube - social media handles of
Mumbai Mirror & other verticals - PVR,
Inox, Fun and Big Cinemas - Times
Group channels, Aajtak, ABP News and
UTV Movies.
Conceptualized by Taproot India
“Hated By Some. Thankfully.”
-2014
Video: https://www.youtube.com/watch?v=2iTWJiEeCuI

29. Marketing Activity
Print Campaign

30. Print Campaign
“Driving Me Crazy”
- Jan 2015
Initially started as an editorial
campaign later elevated into
full-fledged marketing campaign.
Moves from brand building and takes
up a social cause.
Conceptualized by Taproot India
Source: https://goo.gl/BEWU93

31. First Print Page Ad :
Sparks a city war
Second Print Page Ad:
Common driving etiquettes.
- Followed a few days later

32. Mirror Comedy Nights
Stand- Up Comedy Special
-December 2013
It is quintessentially Mumbai i.e., it is
all things Mumbai but with a little fun
& laughter with some of the shows
being hosted by Cyrus Broacha, Papa
CJ, Vrajesh Hirjee amongst others.

33. Mirror Comedy Nights
● Presented by: Disha Direct
● Powered By: Canvas Laugh Factory
● Dates: 12th to 15th Dec 2013
● Held at: CLF, High Street Phoenix, Lower Parel.
● Mumbai Mirror readers were entitled to a free pass.
● First-come-first-served basis.
Show 1 - Backbenchers -Thursday - 8.30 pm
Artists: Sapan Varma, Sahil Shah, Azeem Banatwala
Show 2 - All Things Bollywood - Friday - 8.30 pm
Artists: Brij Bhakta, Aadar Malik, Varun Thakur, Neville Shah, Karan Talwar,
Kenny Sebastian
Show 3 - Ask The Sexpert - Saturday - 8.30 pm &
Show 4 - Ask The Sexpert - Saturday - 10.30 pm
Artists: Aditi Mittal, Vasu Primlani, Tanmay Bhat, Ashish Shakya, Rohan Joshi,
Gursimran Khamba
Show 5 - Cutting Chai - Sunday - 8.30 pm
Artists: Varun Thakur, Rohan Josh, Tanmay Bhat, Amogh Ranadive, Anuvab Pal

34. Social Media Campaign
Aren't politicians the best? They enrich
our lives with so much hypocritical
hilarity. And if we don't celebrate it,
who will?
Log on to www.doubledholki.com to
acknowledge their contribution to
hypocrisy! #DoubleDholki
#DoubleDholki
May 2015

37. Social Media Campaign
These attention seeking, attractive and
talented bunch of #DoubleDholkis are
quite used to being in the limelight.
Visit www.doubledholki.com and
make sure their contribution to the
cause is known to one and all.#DoubleDholki
June2015

40. Social Media Campaign
Hear hear, when a double dholki
speaks, everyone better pay attention!
A #DoubleDholki never discriminates
between the masses and the classes.
*Cough* Double *Cough* Dholki
*Cough* Alert!
#DoubleDholkis are incapable of
spotting a stain in their white lies.
#DoubleDholki
July 2015

44. Mirror Girls Soccer
League
October 2015
News Video: https://www.youtube.com/watch?v=j9XJn5Nklfg
Mumbai gets its first girls soccer
league which is all set to promote
women’s football in India.
Organised by Mumbai Mirror under
the aegis of The Western India
Football Association.

49. Mumbai Life Shots
#thecitythatneversleeps
- October 2016
Celebrate #WorldPhotographyDay
with us.
Share pictures of the city of dreams
with us and depict the Soul Of
Mumbai.
Get featured in Mumbai Mirror.

52. Heritage on wheels
#heritageonwheels
December 2016
Get ready as Mumbai Mirror & Carvan
Trips takes you for an epic heritage
ride down the historical lanes of South
Mumbai!
We’ll start our cycling trip from Colaba
towards Gateway of India.
The 7 km ride is filled with interesting
stories, fun facts and lots more!

56. Bandra Walk
#bandrawalk
- December 2016
Let’s take a step back in time to the
days of yorn when what we know now
as the grand city if Mumbai, was
originally a set of 7 islands; each
unique with their own unique tales.
In the duration of the walk, we will
take you on a mission to discover the
hidden heritage treasures which the
western and native forefathers left
behind.

58. ● All the campaigns and activities from 2005 to 2016 are covered baring two of them being
Pinkathon and CricketBuzz.
● You can check it on Mumbai Mirror’s Facebook Page.

59. Presented By:
Priyasy Bokadia
Nikita Sharma