Mumbai is known to be a city that never sleeps. With a million bars and clubs sprinkled all across the city, the Mumbai nightlife has a soul of its own. But as we speak to a regular partygoer, we discover a different outlook. Most places now close at 11 pm, leaving the partygoer little or no choice if they want to hang out with their friends a bit longer. Moreover, the vigilant Mumbai traffic police makes it hard to ‘bar-hop’, keeping a strict eye on drinking drivers. Over-priced and crowded nightclubs make partying seem like an effort rather than a fun and entertaining evening with friends. Sometimes the drinks are not right, sometimes the music is terrible and sometimes there’s just not enough space to even move! Safety is a big concern and often comes in the way of having fun. Can partying become a more personal experience where one can get a guided choice of bars and nightclubs to choose from? Can ‘bar-hopping’ actually be fun and safe at the same time? Can partying in Mumbai actually be a hassle-free experience? 

 

The nature of this service demands a visual and verbal communication language that the target audience could directly relate to. The youth is strong-headed, independent, vocal and believes in bending rules to suit their needs - bending, not breaking. The big challenge is to be rebellious, but in a fun way. To achieve this, the branding campaign uses a clever play of words that turn traffic rules upside down. The idea is to party while on the move. Hence the communication encompasses the feel of being on the road in the night. Use of high-contrasting color combination, bold language and music visualizations form the tone of the visual communication.