As part of its branding exercise to promote Mumbai, the Brihanmu-mbai Municipal Corpor-ation (BMC) has decided to launch special merchandise for Mumbaikars. The merchandise will sport a logo titled “Majhi Mumbai” (My Mumbai).
Designed by noted artist Bhupal Ramnathkar, the logo aims at promoting love for Mumbai. The logo, which is a combination of black, orange and blue, has an enclosed oval motif denoting a mother’s arm carrying a child.
The civic body will launch products like T-shirts, handbags, laptop bags, caps, cloth bags, key chains, clocks, pens, notepads, diaries, calendars that will bear the logo. The BMC will also create a special cellphone application featuring various aspects like culture, heritage and achievements of the city.
“The merchandise will have ‘Majhi Mumbai’ logo embossed on it. This will help Mumbaikars relate with the campaign,” said Rahule Shewale, civic standing committee chairman.
The logo will also be used at various places, ranging from letterheads, communication, installations such as flags, pillars, signboards, dustbins, awareness campaigns and major tourist spots.
“The merchandise will be distributed by corporate companies as part of their corporate social responsibility (CSR). Several corporates have shown their interest to participate in this campaign. We will soon hold meetings with them to work out the details,” said Mr Shewale.
As part of the project, the civic body has also given each of its 24 wards a fresh identity by way of separate colour codes. While Shiv Sena strongholds like Dadar and Worli have been assigned saffron, the Bandra (west) ward has been given a vibrant pink.