In the year of the protester, citizen activism had turned into angry backlash against an unequal world order; crying to be captured and owned by a relevant brand. Nowhere is this conflict more stark and striking than in the many Indias that make up the new nation of the 21st century.

At the epicenter of this clash is Mumbai. Where the gleam of modern, international progress hides a pulsating underbelly packed with racketeers, scams, underworld, squalor, depravity, politics and exploitation that makes the metropolis a daily minefield of angst, waiting to explode. And for a crusading city tabloid, there could not be a better glove.

For long, Mumbai Mirror has, through a relentless series of exposes, been dumping the uncomfortable truths about the city’s seamier underside onto breakfast tables every morning. With stories that are disturbing and make one squirm but are undeniably true and happening in our backyard even as we swish off to work in our air-conditioned, EMI-powered automobiles.

The objective of the campaign was to dramatise the fact that all these disturbing Mumbai Mirror stories ended up becoming a voice for the city’s silent victims… a voice that was AMPLIFIED in a way that everyone in the city was forced to listen every morning.