The reports say the Mumbai Metropolitan Region Development Authority and the Mumbai Transformation Support Unit are seeking a consultancy to develop a new brand for the Mumbai Metropolitan Region.
The MTSU, with lobby group Bombay First, is understood to have had several rounds of meetings with prospective branding consultancies and will soon be inviting expressions of interest. It is also understood that the search for a consultancy will be launched through international newspapers and the embassies of the UK, USA and other countries.
It is also reported that last October London-based brand development consultancy Acanchi had made presentations to MMRDA and MTSU which suggested branding Mumbai through a campaign similar to the I Love NY brand for New York.
A spokesman for Acanchi says, ’This is an exciting time for Mumbai and this tender brief will be of great importance to their future profile in the rest of the world.’