What an IDEA!

I just love the Idea ads for Mumbai! I’ve heard the radio ones and seen the print ones. They have the right touch of satire, and they echo the sentiments of (dare I say) most Mumbaikars.

The recent vitriolic comments against out-of-state people who have made Mumbai their home were getting too hard to digest. I am a third-generation Mumbaikar. My roots are here, in this city. I cannot call any other city my home. But, my family’s roots do lie somewhere else in the country as well. How does that make me any less loyal or true to this city where I’ve been born and lived all my life?!

Sure, migrants may be causing infrastructure issues here. But, to insinuate that “non-Maharashtrians” are “taking away” jobs from “locals” is pretty stupid. Mumbai has always been known as the land of opportunity in the country. Anyone from anywhere with the right amount of talent and dedication can make a mark for themselves here. So, what is holding the so called “sons of the soil” back?

Of course, most people know that these are all political gimmicks. Raking up long-dead and pseudo-patriotic issues is an old ploy. If there are no issues, rake up something! The sad part is that these non-issues are affecting our image as a global cosmopolitan city. They’re beginning to damage the city’s social fabric.

What happens if one day, fed up with the constant bickering and turmoil, the Tatas, Ambanis, Birlas, Bachchans, Khans, Chopras, et al decided to get up and leave this city. Or people like them, who have the potential to transform the economy of the country, decide not to come here anymore? Do they really think Mumbai will continue to be the vibrant economic hub of the country? Aren’t we a country first? Shouldn’t the country’s progress come before all else? What happens if every city, every state decides that out-of-towners cannot live or work there? Where will we as a nation stand then?

All said and done, knowing the spirit of Mumbai, politically-motivated strategies like these will not affect us. What will affect us are ads like these. Congratulations to Lowe and Idea Cellular for the brilliant campaign!