Page 19 - Annual Report-final-final

MIRROR: HIGHLIGHTS OF 2016-17

THE RE-ENERGIZED AND REVITALIZED MIRROR

Mirror was revitalized in a new avatar on Dec’16. It is now packed with new pages, new sections
and whole new outlook towards the city. The enhancements were carried out based on feedback
from avid readers of Mirror, who live & breath the city and want to discover every aspect of it.

The new Mirror has a cleaner design & new fonts for a better reading experience. There are 2
new sections – City Speaks and Deep Dive.

The City Speaks is a daily page that gives readers a platform to voice their thoughts & opinions.
Readers can send across their clicks & story that inspired a picture which is featured in “Story
behind the photo” and share their views on current trending issues in “Tap the Chatter”. Through
this readers can highlight the concerns plaguing the city while we take it up with the relevant
authorities.

Deep Dive is a weekly section that analyzes & breaks down complex issues for better
understanding.

In addition, the Unwind section has been made bigger & better extending to 2 pages. It
showcases more of the city’s hidden places, histories, treasures and interesting people.

The brand retains its ‘I Am Mumbai/Pune’ brand proposition which will now manifest through a
multi-dimensional perspective into the city’s real soul. Mirror will continue to champion the voice
of the city, be action-oriented about issues and unravel the city’s multiple avatars.

The new sections have been showcased through a high-decibel 3600 communication across print,
outdoor, radio, digital, BTL and trade mediums. The response from the readers has been very
positive and we will continue to create more opportunities for them to discover the city.

Launch dates:
Mumbai & Pune on Dec 6th’16
Ahmedabad on Dec 13th’16
Bangalore on Feb’17 (Phased approach- new sections adopted in Dec/Jan, new fonts in Feb)

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